Unilever: Sing my recipe

Knorr, a food brand, launched its "Sing my recipe" campaign to increase sales and revenue through its #EatMoreVeggies message on TikTok.

Campaign details

Brand: UnileverAgency: PHD GermanyRegion: EMEA

Strategy

Objective

With a 185-year brand history, Knorr is an institution when it comes to taste: with 93 per cent brand awareness, almost everyone in Germany knows the brand. Despite being a recognized brand, it has lost relevance and is often associated with a dated, meat-centric image rather than being seen as a contemporary culinary trendsetter. Many young people remain unaware of the brand's shift towards promoting sustainability through increased vegetable consumption.

We needed to let the young audience know: Knorr is a brand for you, because any...

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