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 - Knorr Stock Cubes: How thinking 'local' helped CPC develop advertising which toppled the brand leader; Number: 1990/506; Brand: Knorr Stock Cubes; Client: CPC (UK); Product Category: Food (Sauces (any), pickles, gravy, stock cubes etc.); Agency: BMP DDB Needham; Author: Sarah Carter and Louise Cook; Prize Winners: Second Prize; (Adworks ref: Advertising Works 6)