Dinner Double Takes from
the Great Lakes

In 2022, Unilever was seeing stagnant sales for many of their key food brands at Meijer. Unilever needed to deliver a solution that would inspire Meijer shoppers to make more home-cooked meals and boost sales of Hellmann’s and Knorr products. Introducing Dinner Double Takes from the Great Lakes—a cook-once, eat-twice solution that lets you enjoy one meal the first night and transform your leftovers into another meal the next. Using Hellmann’s and Knorr as key ingredients, we created custom, approachable recipes that were authentic to our Great Lakes shoppers. Shoppers were reached digitally with off-site and
on-site ads, targeted emails and circular ads, all of which drove shoppers to a dedicated landing page on Meijer.com. There, they could find the full recipes and quickly add everything they needed to cart.