El sabor está en nuestra naturaleza

ACTION 1

Program my orchard Knorr

Objectives

Notoriety + connection

To promote the new values of "The taste is in our nature" through RSC action.

Linking online and offline communication dynamically to position the brand in the "top of mind".

Collaboration with public entities to lend credibility and prestige to the brand.

Proposal

A Smartphone application connected with Facebook inspired hit games like FarmVille, simple and fun.

The game consists in cultivating vegetables (used in products Knorr) on orchards located in cities in Spain where Knorr will create a goal to virtual crops in each city (you start with a pilot city).

In addition, participants can send instant messages to each of its plants to be viewed by the channels of the campaign.
And participate with a social purpose under the securities and Knorr products (consistent with the program Growing for the future).

Once this goal, Knorr, with the collaboration of the civic centers of each city or neighborhood, create an urban garden in the city, in order to promote its values regarding the natural quality and origin of ingredients extracted directly land.

What channels will have the campaign?

Every move you make will be reflected in the participant profile for more virality of the campaign.

Landscape Website Campaign: Through this website, users can see in real time the evolution of crops and a counter to know how many missing virtual crops to get the goal.

Interactive billboards in the subway: online and offline in one place, fences designed and connected to the network will have promotional and informative material of the campaign and the brand.

What do you get the user to participate?

Being part of a social action and visibility campaign channels through the messages having fun with friends.

ACTION 2

Knorr Garden in schools "Growing for the Future"

Objectives

Notoriety + connection

To promote the new values of "The taste is in our nature" through RSC action.

Getting a brand reputation towards the natural and sustainable education.

Collaboration with public entities to lend credibility and prestige to the brand.

Knorr establish a channel of communication with institutional entities that are interested in participating in the program "Growing for the Future", the registration can be made directly from the web knorr.es.

The program "Growing for the Future" teaches values about nature and origin of quality ingredients extracted directly from the earth to elementary students through some activities on crops and urban gardens.

Knorr will provide public schools and institutes of the materials necessary for elementary students learn to grow their first urban gardens.

The pack "Growing for the Future" culture include a table with everything you need to grow (seeds, soil, etc.) as well illustrated manuals on how to grow, it will contain information about the brand and products, their actions and the cultivation processes in a city in a didactic way, between parents, teachers and children.

What channels will have the campaign?

In Knorr channel on Facebook will create a space for interaction between parents and teachers which will echo of this. This space will serve to track progress on experiences and children's crops.