Knorr: “Marco’s Little Black Book”
Unilever’s leading brand Knorr set themselves the ambitious task of increasing traffic to their stockpot website and turning that traffic into £millions in sales of their new stockpot range of products.
After a previously unsuccessful venture with another production company, Knorr sought the talents of the Mallard Productions crew to work directly with their celebrity chef Marco Pierre White, alongside leading London digital agency TMW.
The brief was to produce regular, short films for Knorr’s website featuring Marco cooking seasonal dishes, from scratch, using Knorr’s stockpots as a main ingredient of each recipe.
In essence, the campaign would function as a TV series, encouraging repeat visits to the website – as if tuning in to watch the next episode of a favourite cooking programme.
As such, the critical element of the campaign was to film each video in high-definition TV quality, to give the viewer the same experience online they would expect to only see on television.
This was music to the ears of the Mallard Productions crew who strongly believe standards of video production should be improved online. Mallard always use the same crew, cameras and technology for online video as they do for TV without compromise on quality regardless of platform, network or channel.
The campaign owes a great deal of its success to this stunning quality of production but wouldn’t be where it is today without the trusted relationship forged between Mallard and Marco Pierre White.
This mutual respect between the crew and chef has transformed the shooting schedule and efficiency of the project enabling each recipe to be shot in just one take, from beginning to end, without any cooking trickery or costly delays.
As a result, ten recipes can be produced in a single day allowing Knorr to spoil its loyal visitors to the website with a great choice of videos to watch.
The campaign has truly exceeded everyone’s expectations.
Knorr won a prestigious marketing award for their online stockpot promotion, smashed their sales targets by £millions, generated a staggering increase in web traffic and secured many loyal fans of the product.
And three years on, Mallard, Knorr and Marco Pierre White continue to attract the big viewing figures proving how valuable high quality video production is for website content.
If you want to find out how online video can help your website, call us for a chat.
RSS Feed