same, same but different.

Knorr Aromat Naturally Tasty

overview

brief: Aromat, an icon in South African kitchens, launched a new variant which has the same great taste but is made with all natural ingredients.

approach: Our strategic approach to driving awareness and penetration of the new product was to utilise a wellknown South African chef, who demonstrated, tried and tested recipes using the new flavour - adding a modern twist to old favourites.

The campaign consisted of live demos, online cooking videos, recipe books and a digital and social media campaign to raise awareness of Aromat Naturally Tasty. Chefs and professional cooks resonated with the new, healthier take on traditional recipes, prompting greater trial of the product in kitchens across the country.

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