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Knorr
Knorr Taste Combos: It’s Not Fast Food, But It’s So Good

RAN IN: United States

CLIENT
Unilever

Gina Kiroff, CMO, Knorr North America
Jenna Dowd, Senior Manager, Marketing Masterbrand, Knorr
Jena Sussman, Senior Manager, Earned PR & Digital, Nutrition
Christine Altomare, Associate Brand Manager, Knorr
Frank Haresnape, Global VP Knorr
Niek de-Rooij, Global Knorr Masterbrand Director
Matteo Rizzi, Knorr Head of Masterbrand
Molly McGeady, Senior Digital Brand Manager
Claire Spasojevic, Associate Digital Brand Manager, Knorr
Melissa Sheehy, Senior Media Manager, Nutrition

AGENCY
MULLENLOWE U.S. *Lead Agency



Edelman



Mindshare (United States)



SUMMARY

Knorr bouillon turns nutritious food into delicious meals, but faces a problem in the US. Americans don’t see healthy food as tasty. So we stole the flavor cues from the industry that dominates the idea of what delicious means… fast food. We built a campaign using classic fast food advertising tropes from booming voices, nostalgic design, elaborate food photography, and celebrity partnerships, applying them to nutritious meals. This helped get 2.6B impressions, $20M earned media, 2M recipe website visits (+70% YoY) and grew dollar sales 19%, 4x the category.

CASE VIDEO


Medium Featured On Video: Digital Mktg. – Display Ads,Digital Mktg. – Influencers,Digital Mktg. – Social: Paid,OOH – Billboards,Retail Experience: In Store,Influencer / Key Opinion Leader,TV

Language: English