Knorr is one of Germany's oldest brands, but has fallen out of relevance for a young generation that wants to eat more consciously: They are not aware yet of the brand's transformation from meat-based foods to eating more vegetables, as the most important change one can make to eat more sustainably. We needed to let the young audience know: Knorr is a brand for you, because any Knorr Fix dish can easily be turned into a delicious veggie meal.

As younger generations continue to reduce their meat consumption, popularity of Knorr Fix is declining. What most of them don’t know: Knorr Fix dishes can easily be turned into a veggie meal! To spread this fact especially along younger generations, we asked the German pop star Loi and 9 other creators to share our veggie recipe instructions on their TikTok account – as a song!

That way the TikTok artists turned unknown, boring veggie recipe steps into memorable lyrics and by that created unforgettable sticky songs that not only sound but also taste great. While proving that cooking meatless with Knorr Fix tastes as great as it sounds, the entertaining advertising successfully flanked the running “#EatMoreVeggies” campaign over the course of 12 weeks.

The campaign was so well perceived by fans and the community, that another flight was created - inviting people to try eating more veggies during Christmas time.

Qualitative and quantitative data showed: The young audience is just not into Knorr. But Knorr has a relevant offering for people who WANT to eat in a contemporary way – but lack the cooking skills.

Target audience: "Gen-Z", but also "Millennials".

Relevance to social platform:

Knorr profited from TikTok’s unique rules of working: Using songs (sound-on platform!) and giving TikTok creators the freedom to build on the qualities they are celebrated for, gave Knorr the opportunity to create a perfect platform- adequate ad - making its content feel native and perfectly embracabble for our target group.

Approach:

We asked the up-and-coming singer Loi, and 9 other creators to help us prove that our recipes just taste as good as they sound. How? Under the campaign slogan "#EatMoreVeggies," these singing TikTok creators turned our dreary veggie recipe instructions into entertaining songs and posted them on their account.

The 10 creators were given maximum freedom: they were briefed to create and record a song for a Knorr veggie dish – the only mandatories: use our cooking instruction steps as lyrics and add a posting text we prepared for them. The videos, executed and produced by the artists themselves, were also posted through their account on TikTok– and were enhanced with the push of Knorr media budget throughout the course of 12 weeks.

The ads were automatically adjusted and delivered according to performance in the TikTok algorithm. The first flight aired from 10th of October to 30th November 2022.

The Christmas flight aired right after from 1st of December to 31st of December 2022.

The entertaining native advertising successfully flanked the running “#EatMoreVeggies”- Campaign with over 84,4M impressions, 67 % target group penetration and a user engagement of +148K on TikTok alone over the course of 12 weeks.

The brand Knorr shed off its dated perception and regained relevance within the younger target group.

The ad recall saw an outstanding lift of 26.7 % (15.6 % above benchmark), indicating that the creative resonated very well with the young target group on TikTok.

The consistently positive reactions of fans and community exceeded expectations: next to requests for more songs and recipes (which they received in a second flight during Christmas), many users announced to prepare veggie Knorr meals in the future.