Knorr Chicken Cubes: Cook with MaKaPa – adventures of a hopeless chef

Knorr Chicken Cubes, a cooking brand, produced a TV show in India to drive top-of-mind awareness and purchase intent by educating consumers about the multiple ways to effectively use its product.

The communication goal

Knorr is Hindustan Unilever's oldest brand & is a global leader in cooking range offering a range of cubes, Masala, sauces and easy to cook meals.

Knorr Chicken Cubes was looking to enter the southern market of Tamil Nadu with a largely non-vegetarian consumer base.

Audience: Urban LSM 5+, 18- to 30-year-old Women & Men

Goal: Objective was two fold:

  1. Drive top of mind awareness around its launch & its promise of delivering the rich flavours of a traditional slow cooked chicken curry.
  2. Drive purchase by educating the consumers about the multiple ways in which the product...

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