Knorr debuts jelly gravy pots from brand chef Igor Zago

Knorr, the Unilever-owned food brand, is launching its first marketing push for a new product, jelly format gravy pots, featuring brand ambassador and chef Igor Zago.

The ad is created by DLKW/Lowe and breaks on Monday (4 November). It opens with Zago making his own gravy, seen through a grainy lens that makes the film appear to have been pulled from an archive.

Zago says in a voiceover: "Remember how good home-made gravy used to taste? With real meat juices slowly simmered for that delicious home-cooked taste. That was my inspiration for new Knorr gravy pots."

The film then cuts to the present day and shows Zago cooking with the new pots, ending with the line, "Tastes just like home made." The campaign is supported by digital and PR work.

The ad is part of Knorr’s overall £3m marketing campaign for 2012, which includes ads and tie-ups with chef Marco Pierre White.

Vanni Cataldi, brand manager, Knorr Gravy, Unilever UK, said: "We wanted to create an advert to communicate the strong taste and flavour credentials of the new Knorr Gravy Pot range, as well as highlighting the easy-to-use format that has been made so popular with Knorr Stock Pots.

"The gravy sector is currently worth over £129m and is in strong growth at 5.1%. We're confident that our innovative Knorr Gravy Pot range will bring double-digit growth to the gravy market, as consumer interest in alternative formats that offer strong taste credentials remains strong."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Sainsbury's moves £60m ad account to Wieden & Kennedy
Share

1 Sainsbury's moves £60m ad account to Wieden & Kennedy

Sainsbury's has moved its £60m advertising account into Wieden & Kennedy, ending its 35-year-relationship with Abbott Mead Vickers BBDO.

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published