Knorr is launching a multi-million pound advertising campaign, incorporating TV idents as part of its new sponsorship of C4’s Come Dine With Me, as well as digital, PR, in-store activation and a ‘thermally reactive’ out of home (OOH) drive.

The campaign aims to highlight the flavour that Knorr stock cubes add to homemade soup, and is designed to resonate with consumers during the cold winter months.

More than 100 of the 4,000 OOH spots nationwide will harness thermally-reactive technology and will only appear to consumers as the temperature drops and their interest in a warming bowl of soup peaks.

The campaign coincides with a relaunch of the Knorr core stock cubes portfolio, including a new design which, for the first time, communicates on-pack that the cubes are gluten-free.

Vanni Cataldi, senior brand manager for Knorr and Bovril UK & Ireland, says: “There are 650 million homemade soup occasions in the UK each year, but only 35% of them contain stocks, so there’s a huge opportunity for growth – particularly at this time of year when consumers are actively interested in health and homemade soups. If just 5% of homemade soup occasions not currently containing stocks were to add stock to the dish, this would add £2m to the category in January alone.

“The ‘free-from’ market is one of the fastest growing categories in UK grocery, enjoying annual growth of +28% YOY, and now worth £380m. With our new redesigned packaging, consumers will quickly be able to pick out the perfect gluten-free Knorr stock cube for their home cooking.”