APPIES 2013 Entry: NAME OF CAMPAIGN: Knorr Noodle Gang's Adventures COUNTRY: Pakistan NAME OF AGENCY: Lowe & Rauf Pakistan NAME OF CLIENT: Unilever Pakistan (Ltd.) Knorr Noodles faced the challenge of increasing penetration further and maintaining the momentous growth trajectory seen over the past 6 years. The core idea for Knorr Noodles is fun and health. Staying true to its proposition, Knorr introduced a locally produced animation series, 'Knorr Noodle Gang's Adventures'. A holistic campaign, based on this idea, utilized various touch points such as TV, Radio, PR, in-store and numerous activations over the year. This resulted in a volume growth of 46% and a market share upsurge of 5pps in 2012. Knorr had a top-of-mind awareness of 62%, 25pps more than that of Maggi.