Unilever and Knorr category strategy
17 September 2024Injecting emotion into customers' shopping journey.
It was a great partnership with IGD and Sodalite and gave us a clear route to flavour more meals and grow revenue with retailers by making it easier to shop for flavour enhancers.
Sinead Stack, Senior platform lead, Scratch cooking
The challenge
While Unilever recognised the value customers derive from putting stocks and flavourings at the centre of their recipes, they wanted to enhance the shopping experience by injecting emotion into their brand to highlight the magic of flavouring.
Our solution
Using Unilever's customer insight, we developed five strategic initiatives for enhanced in-store experience, ranging from activating emotional connection at the flavouring fixtures, through to reimagining the role of meal-making solutions in retailers.
We then worked with our visualisation partners at Sodalite to create immersive videos and store expressions.
The outcome
We guided Unilever in the development of a new retail execution strategy for stocks and flavourings that they are taking to retailers to drive new solutions that enable shoppers to put flavour enhancements at the heart of their needs when shopping for favourite recipes.
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