Knorr: No.1 Recipe App

Ally Pong and Dephin Lim

Campaign details

Brand owner: Unilever
Agency: PHD Network Taiwan
Brand: Knorr
Country: Taiwan
Channels used: Mobile and apps, Social media
Media budget: Up to 500k

Executive summary

This describes how Knorr, in the face of ever-increasing demand for fast cooking solutions, offered recipe ideas through a new and engaging platform so that consumers could easily prepare tasty dishes using Knorr products via a tailor-made mobile recipe app – so generating major brand engagement and preference.

Knorr, one of Unilever's best-known food brands, had been the leading brand in the savoury category (including soup, seasoning and bouillon) in Taiwan. However, the potential challenge confronting Knorr was the pace of modern lifestyle required a truly quick solution for cooking.