Knorr unveils £4m campaign featuring Fred Sirieix

Leading stock brand Knorr has announced a £4 million campaign for its new Red and White Wine Stock Pots.

The campaign, Give Your Date Night More with Knorr, is fronted by new brand ambassador, Fred Sirieix. The investment includes a brand-new TV ad, OOH placements and social media outreach across YouTube, Instagram, Facebook, TikTok and Pinterest.

Give Your Date Night More with Knorr aims to inspire Brits to banish the monotony of mid-week meals by elevating the flavour of popular dishes with Knorr Wine Stock Pots. The TV advert, set to go live on 2 October, spotlights Fred making an ordinary weeknight meal extraordinary by using Knorr.

The campaign follows new market research by Knorr which showed that 32 per cent of Brits often end up with a ‘boring’ dinner in the middle of the week, citing tiredness and lack of planning. The campaign looks to inspire consumers to make the most out of their favourite dishes by adding depth of flavour with a Knorr Wine Stock Pot, so they can save their wine to accompany the meal.

Red and white wine stocks are the two fastest-growing variants in the category. Data shows that 60 per cent of consumers would purchase Knorr Red Wine Stock Pots in addition to their other stocks, driving category growth through incremental spend.

“As the number one stock brand, Knorr is driving category growth with its new Red and White Wine Stock Pots. Knorr Red and White Stock Pots have their own unique place in the pantry, sitting alongside the wider Knorr range, as they inspire new meal ideas to make at home,” Georgina bradford, marketing director nutrition UK & Ireland at Unilever, said.

“Give Your Date Night More with Knorr is all about adding flavour to our favourite dishes that we make at home, such as Spaghetti Bolognese, which is made 547 million times a year. Now, our shoppers don’t need to open a bottle of wine to make this popular recipe. We are extremely excited to announce Knorr brand ambassador Fred Sirieix who we feel is the perfect match for this campaign.”

Fred Sirieix added: “I’m thrilled to be the Knorr brand ambassador and show just how easy it is to create restaurant-quality flavour at home by adding a Knorr Red Wine Stock Pot. Just like a great recipe, the right ingredients can spark an amazing connection, and the new Knorr Wine Stock Pots are the perfect ingredient for a memorable dish that is worthy of a date night.”