Our task was to spread the good news about reduced sodium formulas used in 20+ Knorr Sidekicks side dishes to Canadian households through a mass unaddressed mailing.

Leveraging the characters of Salty and Pep, introduced in TV spots, we created a self-mailer with an interactive sliding mechanism that reveals Salty – the only one that’s not happy about the reduced sodium news.

A detachable recipe card was included to inspire meal creations and a callout directed consumers to an online meal planner. A coupon was also included to stimulate redemption.

Knorr achieved an impressive 3.38% redemption rate (a 169% increase compared to campaign objectives). This project was awarded 2 Golds at The CASSIES, a Bronze at the Canadian Marketing Association’s CMA Awards and an Award of Excellence at The Academy of Interactive and Visual Arts (The Communicator Awards).