Campaign details
Agency: Mindshare PhilippinesRegion: APAC
Strategy
Objective
With Knorr already an established brand among experienced cooks, Unilever recognized that to further expand Knorr's market, it needed to create space for new audiences.
When the COVID-19 pandemic hit Philippine shores, pandemic-driven fears led to a surge in cooking from scratch as it was the healthier, safer alternative as opposed to food deliveries, which they are very used to. From being an oft-ignored part of the home, the kitchen was suddenly where Filipinos were spending a chunk of their time.
With the home cooking trend sustained even after...