Knorr: Eat more veggies feat. Sing my recipe

Fabian Johannes Preiss

Knorr, a food and beverage brand, partnered with popular singing influencers on TikTok to promote its Knorr Fix seasoning blends to a younger, more plant-based demographic to increase sales and brand relevance in Germany.

Campaign details

Brand: Knorr Brand owner: Unilever Entrant company: PHD GERMANY, GermanyIdea creation: PHD Frankfurt Market: Germany Sector: Sauces, seasonings, condiments Media channels: Word of mouth, influencers, KOLs Budget: 500k - 1 million

Executive summary

Knorr Fix are specialised seasoning blends or convenience products designed to make cooking easier and faster. Typically packaged in sachets, they contain a blend of various spices and ingredients needed for specific dishes.

But the current users of Knorr Fix are ageing, and the brand struggles to resonate with...

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