Knorr: From mealmaker to matchmaker

Jenny Barthe and Rebecca Morgan

Knorr, a packaged foods brand, successfully increased sales and brand awareness in the UK, by tapping into millennials' relationship with food.

Campaign details

Brand: KnorrClient: UnileverAgency: MullenLowe London

Summary

This transition was built on our insight that food held a much-increased significance in Millennials' lives - for them the meaning of food had shifted from functional sustenance to an experience, and even a means of self-definition and affiliation. Uncovering this insight and helping package it into highly talkable content helped us create one of the most widely shared branded content pieces of 2016. It put our brand firmly onto the radar of a discerning generation of young foodies and helped increase global market share by 2.4%....

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