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Knorr Integrated Direct Response Film / Pea / Spud / Cube / Veg / www.fooddeservesbetter.com

Award: Wood Pencil

Wood Pencil / Direct / Integrated Direct Response / 2006

Everyday in the UK food is thrown away or wasted due to lack of inspiration. Knorr wanted people to rescue these unfortunate vegetables by using Knorr Stock Cubes. In order to bring this idea to life the clothes and language of real charity advertising were used to create a heart felt campaign against food neglect. Because food deserves better. An integrated campaign was launched in the run up to Christmas, which followed traditional media channels used by Charities: TV, radio, print and door-drop. Every element of the campaign aimed to build a relationship with the consumer and directed them to the website fooddeservesbetter.com. Here, the idea was taken even further by getting people involved in using Knorr Stock Cubes in their cooking, from simple recipe tips to audio downloads. They could even sign a petition and receive regular e-newsletters.

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