Submitted by Omne Agency

Best in the Business

Omne repositioned Knorr Professional around Best in the Business, a chef-fronted bouillons campaign whose owned content hub and trade media mix the agency reports delivered 50K clicks.

+100%clicks
+40%opportunities to see against target
+22%total impressions against target

Case in 60 seconds

Bouillons were becoming commoditised in foodservice, and Knorr Professional was losing share and operator loyalty, which left a market leader without the usual grounds for defending its position on quality.

The campaign appears to turn on the standing chefs grant to other chefs, because a bouillon defended by a Michelin-starred cook reads as a working ingredient rather than a cost line to trim.

Best in the Business was a repositioning built to reassert leadership in quality, flavour and chef relevance, fronted by Michelin-starred chef Tom Kerridge as Creative Director and organised around content chefs could use.

At the centre sat The Base, a digital content hub of recipe videos, training tips and inspirational content for chefs and operators, activated across paid trade media, paid and organic social, PR and trade media, with Marketo integration and gated content feeding lead nurturing.

Omne reports 50K clicks, with impressions and opportunities to see stated only against a +22% target and a +40% target, alongside shifted operator attitudes, new sampling pipelines and re-energised sales conversations.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Chefs and operators in foodservice, described as working in high-pressure back-of-house kitchens where value was under scrutiny.
Value scrutiny was at its peak in professional kitchens, so a branded bouillon had to justify itself against cheaper equivalents in a room where cost per portion is argued daily.
Bouillons were becoming commoditised, which eroded both share and operator loyalty and removed the ground a market leader normally stands on when defending a premium.
Knorr Professional took the position of trusted partner for back-of-house value, moving from a product a kitchen buys toward a source of training and recipe material a kitchen uses.
Chefs appear to treat peer practice as the test of an ingredient, so content showing a respected chef working with the product carries more weight than a claim about flavour.

Creative & Execution System

Assets & channels

  • The Base
  • design and artwork
  • gated content
  • inspirational content
  • recipe videos
  • training tips

Partners

  • Omne Agency (lead_agency)

Participation mechanic

  • Chefs and operators reached gated content on The Base, which fed Marketo lead nurturing and new sampling pipelines rather than ending at a view.

Creator role

  • Tom Kerridge — creator

Results & Evidence

MetricValueResult type
clicksClicks (+100% target) 5 0 K 50Kperformance
opportunities to see against targetOpportunities to see (+40% target) 0 K 0Kperformance
total impressions against targetTotal impressions (+22% target) 0 M 0Mperformance

Why Omne Agency's strategy worked

  1. 1

    Category expertise carries further than fame in trade audiences, because an operator judges a bouillon by whether a working chef would cook with it rather than by who appears in the advertising.

  2. 2

    A commoditised category is more readily defended with usable content than with quality claims, since training and recipe material gives a buyer a reason to return between purchases.

  3. 3

    Connecting a content hub to CRM turns brand activity into named demand, because gated assets and lead nurturing convert anonymous reach into contacts a sales team can work.

  4. 4

    Work that doubles as a proof of digital practice earns internal support, because a campaign that shows a B2B business how to capture and nurture leads outlives the flight it ran in.

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