Unilever's single biggest brand is Knorr, the food business acquired as part of Bestfoods in 2000. Despite its extensive portfolio of products, Unilever had comparatively few with a truly global footprint prior to the Bestfoods deal. Certainly none even came close to matching Knorr's widely spread international profile. The brand is now sold in almost 90 countries, and its product range covers a huge collection of soups, sauces, bouillons and prepared pasta, rice and potato meals. Several other Unilever brands have been migrated into the Knorr masterbrand since 2002.
Selected Knorr advertising
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Who are the competitors of Knorr? See Food Sector indexes for other companies
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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.
Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 28th Apr 2016: Ads of the Week "Love At First Taste". For this new global campaign for Unilever's Knorr brand, MullenLowe signed up Tatiana Pilieva, the director of that celebrated "First Kiss" viral in which complete strangers were asked to kiss each other on camera. This is along similar lines, with strangers profiled for mutual attraction according to the type of foods they like. Stick with the film - it's a little cringey at first, but the gag actually works very well, and you'll soon be rooting for all these adventurous couples to get along. There's also a charming Behind The Scenes film over on our Facebook page.
The Adbrands Company Profile of Knorr summarises the brand's history and current market position . Subscribers may access the following website links:
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