From product to personality: Den Johnny
A food concept transformed into a recognisable character
BRIEFING
Unilever Food Solutions wanted to bring the Knorr pepper sauce to the forefront through a concept that would stand out within a saturated food landscape. The objective was to create a strong and memorable association between the product and a distinctive identity.
The concept needed to be both tangible in real life and scalable across different communication channels. The goal is the create something memorable every customer wants & every snack bar wants to sell.
WHAT WE HAVE DONE
We developed ‘Den Johnny’, a loaded fries concept with a clear personality and a recognisable face behind the name. By connecting the product to a character, we created a narrative that could extend beyond a single activation.
The concept was launched at Restofrit with a physical setup and a Johnny branded ‘race’ car and then further developed through digital content and collaborations, allowing it to evolve into an ongoing campaign.
THE RESULT
‘Den Johnny’ grew into a recognisable and engaging concept that combines product visibility with character-driven storytelling.
The combination of a strong on-site presence and a consistent digital rollout ensures that the concept remains top-of-mind and continues to build awareness over time.
The first results are as breathtaking as accidentally biting on a peppercorn. 🙂
Follow Den Johnny on Instagram