Not Your Knorr-Dinary Drive-Thru
Flipping fast-food mindsets on value meals
Brand
Knorr
Tasting is believing, so we showed up where fast-food-obsessed San Antonians least expected us: the H-E-B parking lot. We satisfied their every craving with a faux drive-thru that served delicious, easy, fast AND nutritious Knorr Taste Combos.
+ Gold REGGIE: Local, Regional or Market Specific Marketing
+ Bronze REGGIE: Experiential Marketing
Free Immediate Delivery
Might make you hungry for more
The Challenge
Convenience or nutrition?
That was the choice H-E-B shoppers thought they had to make. To divert traffic from the drive-thru back to H-E-B, it needed to be clear how Knorr brings both benefits to the table.
The iconic drive-thru look was brought to life with an eye for every detail.
A menu made for Knorr nonbelievers
We partnered with local foodies to create Knorr Taste Combos with Texas twists that proved Knorr could deliver delicious and easy meals at home—all for just $4 a serving.
01 — 05
A sweepstakes and instant-win game inspired by soda cup peel-and-wins kept engagement high.
The results were sooo good.
For Knorr at H-E-B
During our event, we delivered the highest single-day sales at an H-E-B store for the entire year and doubled the expected number of sweepstakes entries.
For H-E-B shoppers
Our experience showed them that they could put balanced meals on the dinner table without breaking their budgets or their tight schedules.
Bite into these satisfying reviews.
REVIEW
Erin Maenius
Customer Business Manager, Unilever
Seeing the Not Your Knorr-dinary Drive-Thru come to life was simply amazing. In today’s environment, finding quick, affordable and nutritious meals can be tough. I loved how this activation really encouraged the community to think beyond fast food and showed shoppers how simple it is to make delicious recipes and meals at home for less using Knorr products.
Steve Kohring
Associate Director, Unilever
By far the best program I have seen in my 17 years in the business. The idea started as a way to educate shoppers on a healthy alternative to fast food and turned into a full 360 event that brought in shoppers from across the state. The event helped differentiate H-E-B in the market, drove brand awareness and impressed countless shoppers who stood in line to try the amazing recipes.
Franck Valas
Grocery Shopper Marketing Lead, Unilever
This was a tremendously exciting program that Arc brought to life in a very fun and engaging way at H-E-B, fully conveying how Knorr could help shoppers prepare delicious, affordable and nutritious meals.
Justin McClure
Art Director
As a creative lead on this program, it was such a rewarding experience bringing a fun activation like this to life. From the initial ideation to final execution, every detail was meticulously thought out, challenged and executed to create a truly unique program that both clients and customers loved. The team did an outstanding job and set the bar high for future programs.
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