Campaign details

Brand: Knorr
Brand owner: Unilever Hong Kong
Lead agency: PHD Hong Kong
Country: Hong Kong
Industries: Sauces, seasonings, condiments
Media channels: Content marketing, Mobile & apps, Online video, Programmatic display, Search marketing
Budget: Up to 500k

Executive summary

Long working hours leave Hong-Kongers starved of time and consequently they don't have the time or energy to cook nutritious meals, leading to a decline in home dining.

Knorr, a seasoning brand in Hong Kong, turned to multiple data sources to find a solution. Search data revealed that Hong-Kongers were still interested in cooking despite long working hours, and that they were obsessed with superfoods as they used them to overcompensate for deteriorating health. Video-viewing data also revealed that Hong-Kongers were engaged by shorter, quicker and simpler recipe videos.