Unilever Tunes In to DJs for Knorr-Lipton Launch
Unilever this week breaks radio, in-store and online promotions to launch Knorr-Lipton Sides Made with Whole Grains.
The campaign centers on radio promos in 20 markets, where Unilever hosts launch parties for local DJs to sample the side dishes, and then talk about them on-air.
Radio spots send listeners online to Let’s Make Knorr to submit tips for healthy eating for a chance to win a $2,500 LG brand refrigerator with a built-in TV and radio. That contest begins Jan. 6 via CRN, Hamden, CT, which handles the radio campaign.
A separate FSI Madness contest launches Jan. 15, awarding a grand-prize $1,000 gift card to a local retailer. Meanwhile, in-store displays set for Jan. 30-March 26 in 11,441 supermarkets will carry recipe leaflets; GW Hoffman, Darien, CT, handles in-store elements. Print ads via DDB, New York City, round out the launch support.
The whole-grain side dishes— extension of the Knorr-Lipton Sides brand— out nationally this month. There are four varieties: Alfredo Pasta, Chicken Pasta, Chicken Broccoli Rice and Sesame Chicken Rice.
