F____N Meal DM
Frozen dinners had become a sort of supermarket taboo – consumer perception was that they were a tasteless and unhealthy choice. But these new Knorr Frozen Meals were exactly the opposite! So through this campaign, we set out to change minds, communicating that “Frozen” doesn’t have to be a bad word.
Recipients were instructed to place the DM in their freezer. When removed, the surprising payoff was revealed.