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Unilever promotes Knorr Frozen Entrees

Unilever Canada of Toronto has begun a new advertising campaign for its Knorr brand intended to change consumers’ perception of frozen food as inferior to fresh food. The campaign, created by DDB Canada of Toronto, uses the tagline, “Frozen doesn’t have to be a dirty word.” The 30-second television commercial, called “Bleep,” broke nationally in English and French in late March. It promotes a new product line called Knorr Frozen Entrees. The ad depicts a couple eating this food while a voiceover describes the product. Each mention of the word “frozen” is obscured by a bleep. “The purpose of this campaign is to catch the consumers’ attention,” said Sarah Dundas, brand building manager for Knorr. “Playing off the recognition of the ‘F’ word as a bad word, we censored out the word frozen in our ads to draw attention to the fact that Knorr is changing the way consumers think about frozen food.” The campaign also includes print advertising, in-store demonstrations, sampling, couponing, point-of-sale materials, direct mail and public relations. The campaign will continue through the year. In the print ads, the word “frozen” appears to have been crossed out with a black marker. One ad shows the frozen food aisle of a grocery store. The copy reads, “You’ll find them in the freezer aisle, but you’d never guess that’s where they came from. That little bit more. Knorr.” The direct mail component, created by Rapp Collins Toronto, invites recipients to place the piece in a freezer. When the card becomes cold enough, a message appears. The sampling program was developed by the Takamatsu Group.

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