Knorr calls global pitch ahead of online shake-up

Unilever masterbrand Knorr is holding a multimillion-pound digital pitch for the business of overhauling its web presence in up to 87 countries.

The stock and sauce brand is approaching a handful of UK agencies about the brief, which involves revamping its existing consumer and business-to-business website from the bottom up.

Knorr, which is Unilever's biggest brand, does not currently spend any of its £5.6m UK media budget promoting products online including Chicken Tonight, Ragu and Taste Breaks, according to Nielsen Media Research. However, Knorr is believed to be planning to increase its commitment to digital during 2007 as part of an ongoing revamp of its sub-brands.

Unilever's roster of digital agencies includes OgilvyOne, Dare, MRM Worldwide and Tribal DDB. The latter is the only roster agency to have confirmed its involvement in the Knorr pitch.

Knorr has previously worked with OgilvyOne on a number of digital projects, most recently in 2004 when it brought the brand's website up to date under the 'Good Food Matters' strapline.

Knorr rolled out a TV ad campaign for its Chicken Tonight range of sauces in September. The execution featured a chilli breaking up an argument between a lime and a coconut.


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