–Please invite me for dinner

A presentation by

–The Client

–The Knorr team

–The Knorr team

SamuelPaella

–The Knorr team

PaulineGravad lax

–The Knorr team

BernhardSchnitzel

–The Knorr team

OliverCrepes

–The Knorr team

KoenGouda

–Presentation

1. The Brief

2. User Research

3. Our Findings

4. The Solution

5. Sum Up

–01 The Brief

Overall perspective

Challenge

Assignment

Product focus

Target group

Overall perspective:

The business objective for Knorr Europe

is to differentiate our brand from our

competitors, especially from our competitor

Maggi.

–01 The Brief

Challenge:

We want people to understand that the brand

Knorr stands for good taste, flavour and new

creations in food, crafted by dedicated and

experienced Knorr Chefs, which leads to

superior tasting products.

–01 The Brief

–01 The Brief

Assignment:

A concept and design for a social functionality

that the consumers want to engage with...

...at the same time reach the communication

objective that Knorr products are crafted by

dedicated and experienced Knorr Chefs.

–01 The Brief

Product focus:

We wanted to focus on the products that can

help us be on the taste subject and can be

assimilated as «Mise en place» kind of product.

eg. Sauce & Bouillon

–01 The Brief

Target group:

People who want save time but are not willing to

sacrifice taste for efficiency.

–02 User Research

Field trip

Qualitative interviews

Product testing

Knorr’s existing digital presence

Social media and food

–02 User Research

Field trips

–02 User Research

Field trips

–02 User Research

Qualitative interviews with customers

–02 User Research

Qualitative interviews with customers

“...Knorr is for people who can’t cook...”

–02 User Research

Qualitative interviews with customers

“...I always decide directly at the shelf...”

–02 User Research

Qualitative interviews with customers

“...there are a lot of additional ingredients like

Glutamat in the product...”

–02 User Research

Qualitative interviews with customers

“...Knorr is more of a traditional, conservative,

and undynamic brand for old housewifes...”

“...If you like eating,

then you like cooking.

Use your senses...”

Product testing

–02 User Research

Product testing

–02 User Research

–02 User Research

Knorr’s existing digital presence

–02 User Research

Knorr’s existing digital presence

–02 User Research

Social media and food

–03 Our findings

Thoughts

Insight

Conclusion

A post on a facebook feed

–03 Our findings

Thoughts

Sometimes mums and dads get tired of providing

meal to their children...

A lot of people need to cook only for them self as

we live in single culture...

–03 Our findings

Insight

It’s not fun to only cook for yourself.

Even if you are a mum or dad you want

to get invited for dinner sometimes.

–03 Our findings

Conclusion

Let’s get people together and let them try out

the favorite recipes of the Knorr chefs.

They will get the Knorr ingredients for free

as well as cooking mentorship by the Knorr

chefs.

–03 Our findings

But first...

A post on a Facebook feed...

–03 Our findings

Please  invite  me  to  dinner

Please  invite  me  to  dinner

–04 The Solution

User Story

Please  invite  me  for  dinner

Please  invite  me  for  dinner

Connect to our Knorr hot spotand follow the

instructions

Connect to our Knorr hot spotand follow the

instructions

Please  invite  me      for  dinnerPlease  invite  me      for  dinner

Connect to our Knorr hot spotand follow the

instructions

Please  invite  me      for  dinnerPlease  invite  me      for  dinner

Connect to our Knorr hot spotand follow the

instructions

http://www.knorr.hotspot

accept

http://www.knorr.hotspot

facebook

Anna@gmail.com

http://www.knorr.hotspot

Choose one from the favorite recipes of our chefs:

Luigis Bolognese

Share

Share

Share

Igors fried !sh

Annas salmon

http://www.knorr.hotspot

Choose one from the favorite recipes of our chefs:

Luigis Bolognese

Share

Thom

–05 Sum Up

Our journey

The solution

What Knorr will get from this solution

–05 Sum Up

Our journey

–05 Sum Up

The solution

Please invite me for dinner

A Social application to share the chefs recipes

and invite yourself to somebody home for dinner.

–05 Sum Up

What Knorr will get from this solution

It promotes the Knorr chefs and engages

the customers to interact with them

It communicates the Knorr products as “tasteful”

and “new creations in food”

It puts the Knorr product out of the “quick provider

context” and make it more fun and social

It’s a pretty sneaky idea and thats fun!

–Thanks and have a good meal!