Knorr is the second biggest Unilever brand. In many parts of the world it is the leader in the category of stock cubes, bouillon, and seasoning powders. However, being a 185-years-old brand, the need for a connection with new generations became crucial to avoid becoming old fashioned. That’s why in the last year the brand saw the need to reposition its pasta pot line up. From a quality quick fix during young professionals' lunch time, to a better sidekick of Gen Z passion moments like gaming and streaming. The only thing is that would mean to compete in a fierce battle against fast food as their reign supreme among gamers.

We wanted to test if our product is as oddly satisfying as fast food. Introducing KSMR; An ASMR experience with a K by Knorr.

We created a build-in feature on Twitch that turns whispering, slurping sounds, and interactions with our product into a shoppable experience on Amazon. We sent streamers in Europe a proper kit to create the perfect ASMR experience: Our product and a spork. The catch is that they could only use audio and whispering. The sounds would trigger a shoppable link to our product on Amazon.

The relationship between gaming and junk food went too far. There’s a whole weird category in YouTube ‘A.S.M.R Mukbang fast food eating gaming sounds to relax and sleep’. There are thousands of videos in which gamers endlessly taste junk food using ASMR to heighten their senses and people not only enjoy it but engage with it a lot. What if we step on the whispering sounds of burger, fried chicken and pizza and beat them in their own game?

In order to make our product relevant to Gen Z (20-30 yo) we leveraged a built-in feature on Twitch that turns whispering, slurping sounds, and interactions with our product into a media channel to purchase directly on Amazon.

We sent streamers in Europe a proper kit with our product and a spork to create the shopping experience in their own social media and Twitch profiles. We tapped into an existing online trend relevant to our audience; you hear our product, you buy it. The synergy and integration between content and performance was key to make the campaign successful in media.

We proved that a healthier snack can be as irresistible as junk food.

61M impressions

8.7 M reach

5.7 M stream viewers (70% new to the brand)

535k minutes watched

+10% traffic to Amazon store

+26% volume of retail sales