Knorr: #LoveAtFirstTaste

This case study describes how Unilever's packaged food brand Knorr changed its relationship with, and relevance to, Millennials with an online tool that identified the user's "flavour personality".

Knorr: #LoveAtFirstTaste

Matt Prentis

Campaign details

Brand: KnorrBrand Owner: UnileverLead agency: PHDContributing agencies: Mullen Lowe, EdelmanCountry: Multiple RegionsIndustry: Sauces, seasonings, condimentsChannels used: Mobile & apps, Online video, Search, Social media, Websites & micrositesBudget: 5 - 10 million

Executive summary

A new generation of foodies are the cooking category's biggest opportunity – but they're not drawn to big, anonymous packaged food brands like Knorr.

To increase our relevance among Millennials, we had to learn from the smaller, authentic, more personable brands they choose instead of us....

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