Campaign details

Brand: Knorr
Client: Unilever
Agency: MullenLowe London


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%. Proving categorically, that even giants can be surprisingly agile when you least expect it.

Youtube's second most watched ad of 2016 (algorithm incl. organic views and length of viewing); 1.6 billion free impressions earned; share-rate was 16x the food average. Campaign ran in May 2016 gaining a market share increase of 1.4% that month and 2.4% in June 2016 across 8 campaign markets that Nielsen measures for Knorr.

How our strategy was transformative