The Knorr vision is to become the most helpful, trusted, and inspirational digital food partner for consumers, which brings enjoyment and expertise by combining the utility of recipes with the engagement of Knorr, and build a community that inspires each other with their own home cooked meals. However, the big challenge for Knorr is trying to inspire Chinese mothers, in their process of planning and cooking a meal, because Knorr is in a low-involvement food ingredient category, and China’s food culture and favorite dishes differ greatly by region.

Inspiration is also a two way street; not only do we want to inspire Chinese mothers with new recipe ideas, we want to also let Chinese mothers be part of this inspiration, and share with others their favorite family recipes.

Always On: Top Dish by Region

Knorr used regionally differentiated TVCs to take ownership to the Top dish of that region and drive search. On Baidu, Knorr covered the searches of top regional dishes, and delivered the most popular recipes during 4:00-6:00pm, as households in China are preparing dinner at that time of day. An always-on recipe was available, and seasonal dishes were updated throughout family bonding festivities, like the Mid-Autumn Festival and Chinese New Year.

Always Inspire: Your Favorite Dishes

Partnering with Meishijie, Knorr established a brand space within the site, and educated users on product benefits and brand differentiators. At the same time, 10 KOLs on Meishijie shared to their followers their own created recipes, and encouraged users to create their own recipes to share and further inspire others too. It built a very collaborative online and mobile community where a brand was involved to directly inspire with recipes, communicate and leverage KOLs, and get users to participate socially in the most authentic way possible, by sharing their favorite dishes to more people.