FMCG

Knorr Noodles N-15 Channel Development — Karachi

Unilever

Client:Unilever

Year:2021

Duration:Pilot 2021 — Scale 2022

Cities:Karachi

Setups:4

The Numbers

60,114

School Consumer Contacts

71,219

DDS (Janglas) Contacts

2,604

Trike Cart Contacts

Sales Channels Built

The Brief

Unilever challenged Brand Edge to build four alternative sales channels for Knorr Noodles in Karachi's N-15 zone — moving beyond traditional wholesale to reach school-going children, home cooks, and informal market buyers directly at the point of consumption.

The Insight

Knorr Noodles' core consumer in low and mid-income areas is an 8–16-year-old who strongly influences the household purchase. School canteens and neighbourhood trike carts are the most direct path to this consumer — and a purchase at school creates a brand habit that lasts for years.

The Big Idea

“Build a multi-channel micro-distribution ecosystem: school canteens for captive youth audiences, trike carts for mobile wet and dry market routes, Raabta-linked DDS for incentivised pack selling, and kiryana stores as an alternative fallback — all tracked digitally.”

The Execution

Four parallel channels were developed simultaneously in Karachi's N-15 sector. School Canteen operators were onboarded with Knorr Noodles stock and a fixed point-of-sale display. Trike Carts were deployed for mobile wet and dry selling across residential gullies and lane markets. DDS teams were linked to Raabta numbers for real-time order tracking and incentive payouts on pack sales. Kiryana stores received supplementary placement as an alternative channel for households not covered by the other three channels. The pilot ran throughout 2021, generating 60,114 school contacts, 71,219 DDS contacts, and 2,604 trike cart contacts. These learnings directly informed a structured 2022 scale-up plan.

Campaign Gallery