This was first published on Warc.

Knorr, the Unilever-owned packaged food brand, has scooped a gold in the Effective Channel Integration category in the Warc Media Awards, with its #LoveAtFirstTaste campaign.

Warc’s case study competition recognises communications planning that has made a positive impact on business results, with the Effective Channel Integration category setting out to show how sophisticated communications architecture can help boost campaign effectiveness.

Knorr’s Love At First Taste campaign through PHD, was described by judge Paul Frampton, CEO Havas Media Group UK & Ireland, as “an incredible campaign that had an amazing number of people interact with it.

“Considering they could have just stuck money in TV ads, what they did encouraged people to go and buy the product,” he said. “This was a good example of content, then owned platform and earned media, and then paid media to go after millennials.”

See all winners here.

Warc’s Media Awards recognise comms planning which has made a positive impact on business resultsClick here to find out more.