Establishing Premiumization Codes
for a Global Food Brand
CULTURE SCAN
STRATEGIC BRAND PLANNING AND GUIDELINES
In an effort to broaden its market share, Knorr was looking to explore enjoyable flavour experiences through innovations in bouillons, while establishing a more premium image, particularly in key markets like the US, Mexico, UK, and Germany. This shift required a deep understanding of the attributes associated with premium products.
The challenge was to create premiumization codes in a traditionally commercial category like bouillon, which focuses on quick, convenient flavours.
The study needed to identify the premium codes Knorr should dial up, how to align its traditional image with contemporary expectations, and how to unlock the value of its bouillon so it would be seen as worth a premium price.
The Insight
The study revealed that there was a gap in communicating richer flavour cues and a need to better align the brand with contemporary values such as sustainability, superior quality, and innovation. We brought out country-specific insights, analyzing how premiumization codes varied across key markets like the UK, US, Germany, and Mexico. These insights highlighted the gap in Knorr’s current positioning and the opportunities to elevate its brand image.
The Strategic Solve
We developed a strategy that leveraged both hard and soft value levers to craft a premium offering for Knorr. On the hard value front, we focused on elevating the product and packaging. Simultaneously, we reinforced soft value by enhancing the emotional and experiential dimensions of the brand. This dual approach helped position Knorr as a premium choice while maintaining consumer trust and loyalty.