1. Sauces
activation
in Romania
Maria Gavrilescu 2012
2. Campaign Structure
June – Dec 2012
1. New world of Knorr 3. New world of Knorr
ASK US CAMPAIGN TEST US CAMPAIGN
June- August 2011 Sept – Dec 2011
4. Events Kits!
2. Sauces are good!
Implementing recipes
Campaign
Campaign
August 2011- Dec 2012
Sept- Dec 2011
4. Knorr Tells you everything you want to know.
ASK US!
Tool:
Guide of Myths
.
Presentation title in footer 00 Month 0000 4
5. 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!
6. Knorr tells you everything you want to know.
ASK US!
Tool:
Ads in trade
magazines
41.000 copies
Call to action – go on
www.knorrpentrubucatari.ro and
ask questions
Presentation title in footer 00 Month 0000 6
8. 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.
9. Objectives Desired outcome
•Increase ROS – sauces in •Chefs use with more than
more plates 20% more sauces by the
end of the campaign
•Increase coverage – sauces •To list the new range of
in more kitchens sauces in 30% of the active
locations
•Educate chefs and consumers
Sauce is good •Chefs understand the
benefit of the Knorr sauces
•Knorr is a professional brand category
in which chefs can truly trust
•Consumers start to
•UFS is the brand that brings demand dishes that have
inspiration in all kitchens and sauces
their tastes (flavors)
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10. 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
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11. SAUCES ARE GOOD
TRADE END
CHEFS CONSUMERS
OPERATORS and (GUESTS)
PUT SAUCE ASK FOR
IN YOUR MENU DISHES WITH
AND RECOMMEND SAUCES THAT HAVE
IT TO YOUR FLAVOUR
GUEST
TEST US! EXPERIENCE!
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12. Discover the diversity of flavors and express your self
Trade materials with all 21 types of sauces
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13. Sauces dictionary – explains the 5 families of sauces
Trade material
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15. 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.
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16. 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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17. 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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18. 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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19. 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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20. 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.
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31. - 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
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34. Next steps
• 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
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