Knorr China: A taste of home

This case study describes how Knorr, a German food and beverage brand, which only targets chefs in China, used social to grow a community of chefs for the Knorr brand and then motivated them to participate in its campaign to generate sales.

Knorr China: A taste of home

Rohan Lightfoot

Campaign details

Brand: KnorrBrand owner: UnileverLead agency: Isobar ShanghaiContributing agencies: phd ShanghaiCountry: ChinaIndustry: Sauces, seasonings, condimentsChannels used: Mobile & apps, Online video, Packaging & design, Social mediaMedia budget: 1 - 3 million

Executive Summary

In China Knorr is a business-to-business brand. Knorr only targets chefs in China.

We used social to unlock the power of chefs as a distinct and unique community in the run up to the Chinese New Year holiday in 2016. We grew a...

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