Knorr: Love at First Taste

This case study explains how cooking brand Knorr attracted a new generation of cooks in the UK with a social media strategy that tapped into passion points rather than pushed products.

Campaign details

Brand: KnorrBrand Owner: UnileverLead Agency: MullenLowe London, MullenLowe USContributing Agencies: PHD, Mindshare EdelmanCountry: GlobalIndustries: Sauces, seasonings, condimentsMedia Channels: Content marketing, Games & competitions, Online video, Social media, Websites & microsites, Word of mouth, advocacyBudget: 5 - 10 million

Executive summary

'Love at First Taste' helped Knorr, a 178-year-old cooking brand, attract a new generation of cooks by:

  • Tapping into an unexplored aspect of their love for food
  • Helping them discover their flavour personalities through an interactive tool
  • Conducting a social experiment matching couples by...
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