Knorr Gift With Purchase Campaigns – Chicken Plate & Seasoning Jar GWP
A brand-led GWP strategy designed to drive basket size and shelf standout
Brand | Knorr (Unilever Food Solutions) |
Campaign | Knorr Gift With Purchase Campaigns |
Market(s) | Singapore |
Merchandise Type | Custom Chicken-design Ceramic Plates & Seasoning Jars |
DTC World’s Role | Design, Sourcing, Product Development, Production, Fulfilment |
Campaign Objective
In the crowded FMCG cooking aids category, Knorr set out to increase purchase conversion and basket value at retail, while reinforcing its strong association with chicken-based meals — a core consumption driver for the brand.
Rather than competing purely on price or short-term discounts, the objective was to deploy a Gift With Purchase mechanic that:
- Encouraged shoppers to trade up to a minimum spend
- Strengthened brand saliency at shelf and online
- Delivered a reward that felt relevant, intuitive, and worth collecting
What We Delivered - A GWP That Turns Product Equity Into Purchase Motivation
DTC World partnered with Knorr to develop a two-phase GWP merchandise strategy, anchored around the brand’s most recognisable cue: chicken.
Knorr Chicken Plates (Launched in August 2025)
Launched during Singapore’s SG60 National Day month, the Chicken Plate was developed as a practical, everyday dining item — elevated with a playful, chicken-shaped silhouette that directly reinforced Knorr’s chicken-led product equity.
Timed to coincide with a high-traffic retail period, the GWP helped Knorr capitalise on increased household spending and stock-up behaviour around National Day.
Knorr Chicken Seasoning Jars (Year-End Festive Promotion)
For the year-end festive period, the campaign shifted to a kitchen storage-led premium with the Chicken Seasoning Jar — positioned as both functional and collectible.
Product Design Highlights
- Custom-shaped merchandise for immediate shelf recognition
- Strong brand-product linkage simplifies shopper decision-making
- Collectible variants support multiple purchases per household
- Functional kitchen use extends campaign lifespan post-promotion
Why It Worked – Impact & Outcomes
The direct link between Knorr chicken products and the Chicken Plate / Chicken Seasoning Jar made the promotion easy to understand, easy to sell, and easy to execute — exactly what effective GWP mechanics require.
This GWP worked because the merchandise was designed to drive retail behaviour, not just brand visibility.
- A clear spend-to-reward mechanic pushed basket uplift
- Strong product relevance reinforced Knorr’s everyday cooking occasions
- One GWP concept executed seamlessly in-store and online
By translating Knorr’s core product truth into a tangible reward, the campaign delivered purchase motivation, repeat redemption, and scalable retail execution.
Partnering With DTC World
DTC World works with FMCG brands to create promotional merchandise that delivers commercial results at retail.
From concept development to custom moulding and production, we help brands:
- Translate product equity into high-performing GWP ideas
- Design merchandise optimised for trade, shelf, and e-commerce
- Balance creativity, cost efficiency, and scalability across markets
Not Just Merch — We Make It Move.
Looking for GWP Ideas That Drive Sales?
Let’s create merchandise that works harder for your brand.
Alternatively, you can explore our past Showcase portfolio for more inspiration:
