Milan, 6 Nov. (Adnkronos/Labitalia) – Only 21% of students are satisfied with their lunch break. This was revealed by a survey conducted by Knorr which shows that lunch is often eaten quickly, with options that rarely satisfy taste or the need for variety. The brand wanted to make this moment more pleasant and satisfying with a new range of products, Knorr Asia Noodles, designed to enjoy a dish inspired by Asian tradition in just a few minutes.
The launch of the new product is accompanied by the multi-channel 'Easy to Love' campaign, with which the brand promises to transform the lunch break into an easy-to-love experience. “This new expansion of Knorr's offering in Italy is perfectly consistent with the nature of the brand,” explained Paolo Armato, General Manager Nutrition, Unilever Italia, today in Milan during the presentation of the 'Easy to Love' campaign.
“Knorr has always represented 'glocal' cuisine made and therefore inspired by the territory in which it operates but with a broader scope and always guided by taste and its research, to help people prepare good dishes in a simple and quick way – he resumed Armato – Asia Noodles is a further demonstration of the continuous drive for innovation that has always characterized Knorr and which has allowed it to grow and become Unilever's second largest brand, reaching the threshold of 5 billion euros. The launch of Asia Noodles in Italy – he continued – allows us to respond to the needs of a public that is increasingly attentive to the variety of global flavours, dynamic, young and at the same time with very specific needs such as time, taste and variety. This new product is, in fact, designed for anyone looking for a tasty and satisfying meal from their lunch break, which combines an enveloping flavor at a budget-friendly price”, the words of the General Manager Nutrition, Unilever Italia.
The multi-channel 'Easy to love' campaign includes several touchpoints, starting with a local activation at one of the busiest university centers in Milan, the Polytechnic, in Piazza Leonardo da Vinci. From 4 to 8 November the newsstand near the Polytechnic of Milan comes alive with interactive games and other activities to transform students' lunch breaks into pleasant moments.
The Milan event will be supported by a multi-channel campaign that includes visibility and communication materials in the points of sale, activities on digital and social channels (Instagram and TikTok), as well as an influencer marketing activity. The entire campaign, from the activation in Milan to the contents of the creators and on social media up to the PR, was conceived and developed by the communication advisor Edelman Italia.
“We have created an area where students can truly take a break that satisfies the taste and at the same time is made memorable by a playful and fun moment, a real moment that is easy to love. The campaign will come to life outside some Italian universities, such as Bicocca in Milan, the University of Bologna, La Sapienza in Rome and Federico II in Naples, with a targeted sampling activity that will reach around 25 thousand students” concluded Armato
