Abstract:

Originally formed in 1838, Knorr has become one of the largest global food brands, offering a wide range of products. In 2011, Knorr’s Canadian business was experiencing severe headwinds. Indeed, total Mastebrand sales contracted 10%, with softness occurring on every segment of the business. The challenge to Knorr in 2012 was this: return the business to growth without TV support, without a strong pipeline for innovation, and with fewer trade funds to match competitors’ increasingly aggressive price reductions. It’s from this challenge that the What’s For Dinner (WFD) campaign was birthed.