Malaysian Media Awards Winners Showcase





2012 | |

Knorr And Celebrities Make Cooking Fun For Malaysians

Advertiser: Unilever (Malaysia) Holdings Sdn Bhd
Brand: Unilever Food Brands
Creative Agency: -
Credits: -

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Challenge
Knorr, Lipton, Planta and Lady’s Choice are well-known food brands in Malaysia. But few Malaysians use them to cook at home, due to wider eating-out options. Low purchase frequency mean brand sales were stagnant. We had to boost sales by providing an exciting reason for in-home cooking.

Solution
Malaysians love humorous content on Television, especially ones that feature local celebrities. Further audience understanding showed that the genre of reality game-shows had got a big following among our core TA of Malay mothers. Using these insights, we created “Dapur Selebriti Knorr” (Knorr Kitchen Celebrity) – Malaysia’s first-ever celebrity game show with a cooking theme. It was the perfect mix of entertainment and information of fun cooking ideas and recipes.

Execution
DSK anchored on TV3 over ten weeks, with strong in-store and digital support. Each of the episodes had fun themes like Family Meal, Breakfast, Fishy Tale, International Cuisine and Ramadhan Special. Based on the episodic themes, participating celebrities had to prepare dishes using any of the four brands involved. The recipes of these dishes were shared during the program. The celebrities’ comic timing ensured audiences enjoyed every minute of the show.

Results
DSK became Malaysia’s highest-rated reality- show program. TVRs were more than double of time-band average. Post-DSK, all brands reported significant increase in sales, especially Knorr whose Q3 sales at participating Giant hyper/super- markets grew 61% Y-O-Y