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
DTC World partnered with Knorr to develop a two-phase GWP merchandise strategy, anchored around the brand’s most recognisable cue: chicken.
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.
source: Shopee Singapore
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
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.
Well-received by shoppers, the Chicken Seasoning Jar GWP earned positive reviews on Shopee’s Unilever Official Store. source: Shopee Singapore
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.
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.
Contact DTC World today to design your next standout campaign.
