Knorr: #LoveAtFirstTaste
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....