Knorr was seeing declining sales even the brand’s market share remained strong. We realized that the category was shrinking, and the main challenge was Thai moms’ fast-paced life style.
We wanted to bring back the tradition of home cooking by inspiring and helping moms to cook.
With moms glued to their mobile phones and chatting on LINE all the time, we turned Knorr’s official account on LINE our moms’ trusted food engine – the Auntie Reply!
The result was a 50% increase of consumption per house-holds and 7.6% sales increase after months of stagnant sales performance. Most importantly our aunty was well loved by our moms and brand recall increased more than 32%.