Knorr: #LoveAtFirstTaste

Matt Prentis

Campaign details

Brand: Knorr
Brand Owner: Unilever
Lead agency: PHD
Contributing agencies: Mullen Lowe, Edelman
Country: Multiple Regions
Industry: Sauces, seasonings, condiments
Channels used: Mobile & apps, Online video, Search, Social media, Websites & microsites
Budget: 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.

  • In terms of media, this meant we had to compliment cost-effective drivers of reach among all cooks, such as TV, with communications that reached Millennials in the places they connect with food culture; via mobile and social.
  • In terms of content, we had to identify intriguing angles to the brand, and hook them into stories around this – instead of communicating solely around product benefits.