sauces activation romania

Sauces activation in Romania

Maria Gavrilescu 2012

Campaign Structure June – Dec 2012

1. New world of Knorr ASK US CAMPAIGN

June- August 2011

2. Sauces are good! Campaign

August 2011- Dec 2012

3. New world of Knorr TEST US CAMPAIGN Sept – Dec 2011

4. Events Kits! Implementing recipes

Campaign Sept- Dec 2011

Knorr tells you anything you want to know. Ask Us!

Presentation title in footer 4 00 Month 0000

Knorr Tells you everything you want to know. ASK US!

Tool: Guide of Myths

.

Knorr Tells you everything you want to know. ASK US!

Tool: Website

www.knorrpentrubucatari.ro

Text means: Are you a professional chef? Knorr tells you everything you want to know. Ask us!

Live!

http://www.knorrpentrubucatari.ro/

Presentation title in footer 6 00 Month 0000

Tool: Ads in trade magazines

41.000 copies

Call to action – go on www.knorrpentrubucatari.ro and

ask questions

Knorr tells you everything you want to know. ASK US!

Sauces are good! August 2011- December 2012

What we need to do is to educate both parties (operators & chefs + end consumers) regarding sauces and types of meats.

We need to make them understand the benefits of serving meat with sauces (for operators that mean revenue, for chefs means innovation in menu, for end consumer a better taste of the dish) and also what type of sauce goes with a certain type of meat.

Objectives

•Increase ROS – sauces in more plates

•Increase coverage – sauces in more kitchens

•Educate chefs and consumers Sauce is good •Knorr is a professional brand in which chefs can truly trust

•UFS is the brand that brings inspiration in all kitchens and their tastes (flavors)

•Chefs use with more than 20% more sauces by the end of the campaign

•To list the new range of sauces in 30% of the active locations

•Chefs understand the benefit of the Knorr sauces category

•Consumers start to demand dishes that have sauces

Desired outcome

gavrilescu maria 2012

Targets

CHEFS

• 20% of the Romanian Chefs know how to use the sauces and they already use them – UFS need to provide them with more types of sauces and inspiration

• 80% do not know how to use the sauces, or use them in 1-2 dishes – UFS needs to assume the role of Category Former and to start an educational campaign

CONSUMERS

• 20% of consumers are opened to new culinary experiences – UFS thought out its operators need to give support to the most desirables experiences

• 80% of consumers are in the comfort zone, eating only traditional dishes (dry food)* UFS need to stat an educational campaign


TEST US!

EXPERIENCE!

and

SAUCES ARE GOOD

TRADE CHEFS

OPERATORS

END CONSUMERS

(GUESTS)

PUT SAUCE IN YOUR MENU

AND RECOMMEND IT TO YOUR

GUEST

ASK FOR DISHES WITH

SAUCES THAT HAVE FLAVOUR


Discover the diversity of flavors and express your self Trade materials with all 21 types of sauces


Sauces dictionary – explains the 5 families of sauces Trade material


Newsletters announcing the new range of sauces Trade materials


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Consumer communication PR campaign

• The 1st step of the communication on sauces was designed as a nonbranded campaign which purpose was to talk about sauces and about how good they are for customers’ gastronomic experiences, before the Test Us campagin and at least one year after, in order to change Romanians’ habit of eating meat dishes without sauces.

• We got this insight about Romanians’ attitude towards food from the Omnibus study that we made in Romania in May, therefore we supported our communication about nonbranded sauces on this study whose results say that Romanians like to eat shaorma, pizza and meat without sauces, garnished with potatoes.


Communication target

»External non-commercial: Mass Media, Key opinion formers

»External commercial: chefs, operators, direct clients

consumers

those who usually eat out of home, also at business meetings, and who know all types of cuisines and those who eat only at restaurants that they know and only dishes that they have tried before


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Why?

• What we need to do is to educate both parties (operators & chefs + end consumers) regarding sauces and types of meats. We need to make them understand the benefits of serving meat with sauces (for operators that means revenue, for chefs means innovation in menu, for end consumer a better taste of the dish) and also what type of sauce goes with a certain type of meat.

• Convince mass-media to talk about sauces because the information directly concerns customers and because the information that we give is not branded – therefore they won’t associate their names with a company. Communicate that it is a UFS campaign, but that we aren’t interested to communicate our name but to communicate through our professionals (chefs and nutritionist) why we should eat meat with sauce.in menu, for end consumer a better taste of the dish) and also what type of sauce goes with a certain type of meat.


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PR tactics Sauce is good

Continue the conversation started about sauces and about the benefits of eating meat with sauces

• Make the media interested in the subject, by giving them tailored information about sauces that would interest their readers – information about afrodisiac sauces and about sauces that women and men could cook to impress their partners and their families – stories pitched in lifestyle magazines.

• Start a cause online (on Facebook) for a Romanian sauce, to discover and create a Romanian sauce and talk to general media about the ingredients that a Romanian, traditional sauce should have (involve journalists in the process of finding the Romanian sauce)

• UFS’ specialists (our chefs) to become journalists’ partners when it comes to talking and giving advice about sauces.


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PR tactics Sauce is good

• Make our partners in the media realise that they can help UFS in educating customers to ask for sauces when eating out of home

• Start the conversation about sauces also on social media, on channels that we don’t control, through our chefs – they will post in culinary groups on Facebook recipes with sauces that they prepare from scratch and ask for the community’s opinion about sauces in general.

• Make interviews about sauces and eating with sauces, in general, with local chefs during Knorr makes your 4 promises campaign, without mentioning Knorr sauces and give the information to the local and general media. The subject – Cooking with sauce –a new competitive advantage that Romanian restaurants can capitalize on


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Results in words

• A general publication with nationwide circulation asked UFS to give them a series of materials about sauces and realized a series of materials with sauces as the main subject.

• Cooking and lifestyle websites used the information that we gave about sauces and started a conversation about sauces also asking for our specialists’ opinion (nutritionist and chefs)

• We gained a strategic partner (restrograf.ro) a website that makes the best reviews for restaurants, that publishes the information that we give them and starts conversations with its readers. We used Restograf.ro to find out customers’ opinions about eating out of home – we posted a questionnaire with questions from WMR1 to help us when communicating the results of the study that we made in Romania (local WMR2 study)

• Lifestyle websites ask us for recipes that are made with sauces.


Results in pictures


Knorr makes you 4 promises! Test Us! Sept - Nov 2011 gavrilescu maria 2012

Knorr makes you 4 promises. Test us print ads


Invitation to the road show+ envelope


Road show example of the hall


Present Sample box = contains 7 samples & feedback flyer


Newsletters before and after each event • http://vimeo.com/30379697


http://vimeo.com/30379697

- Chefs need inspiration as shown in our last market research

- Chefs need to be fast in preparation process and maintain the same quality and taste for all dishes

- Chefs need convenience products as are time savers

- Chefs need new solutions as their job requires permanent innovation as a pressure from the owners

- Chefs need a partner to understand their need and provide solutions

• Owners need innovation for their business (need for differentiation)

• Owners need fast end efficient solutions doubled by quality services and dishes

• Owners need solutions to better sell their offer


Events occasions and a sauce for every dish


Recipes


• Road show Test Us ◦ Oradea Event

◦ Bucharest Event

◦ Demonstrations, demonstration, demonstrations

• Sauces are good ◦ Maintain conversation with mass media

◦ Involve owners in the conversation

◦ Make consumer our sauce demander

◦ Change attitude and habits towards sauces

Next steps


Thank you!


sauces activation romania

Documents

kitchens sauces

nonbranded sauces

sauces dictionary

sauces aregood

sauces andtypes of meats

us campaign test us

ufs campaign

type of sauce