Knorr Stock Cubes: How Thinking 'Local' Helped Topple The Brand Leader - IPA Effectiveness Awards Case Study 1990

Brief Description: Regional campaign for Knorr stock cubes. Target audience: housewives. Oxo was the market leader but less so in Scotland due to the tradition of home-made soup. Objective: to promote Knorr as an addition to home-made soup, and a good alternative to boiling bones. Media: TV (Scotland). Evaluation: positive long-term results in terms of sales, usage of Knorr, changes in soup-making behaviour. Proved that advertising contributed directly to profit. ;---(TAGS)--- Full Title: Knorr Stock Cubes : how thinking 'local' helped CPC develop advertising which toppled the brand leader ; Number: 1990/506 ; Brand Name: Knorr Stock Cubes ; Client: CPC (UK) ; IPA_ProductCoding: Food (Sauces (any), pickles, gravy, stock cubes etc.) ; Agency: BMP DDB Needham ; Author: Sarah Carter, Louise Cook ;