Campaign details

Brand: Knorr Bouillon Cubes
Brand owner: Unilever Philippines
Lead agency: Mindshare Philippines, Megamobile
Contributing agencies: Ogilvy Philippines
Country: Philippines
Industries: Sauces, seasonings, condiments
Media channels: Mobile & apps, Voice, chatbots
Budget: Up to 500k

Executive summary

Every year, there were two main challenges that Knorr Philippines faced: a decline in culinary occasions and the cooking of nourishing food.

As more Filipino mothers work to provide for their family, there has been a decline in home cooking, thanks also to the rise of the millennial mentality, where independence and 'I can do it on my own' principles are rife.

With these facts and insights, the brand sought to focus on the two things that Filipinos were veering away from: good, healthy food and recipes, and where to easily source them from.