Supercube 

Knorr, Unilever’s largest food brand, has a mission to get as many people as possible eating healthy vegetables by “making the good stuff irresistible.” We needed to reposition Knorr as a fresh-thinking innovator, invested in inclusive nutrition, generate buzz and boost appeal among fresh young audiences.

1 in 4 people have a gene that makes vegetables taste bitter. They are not “picky” or “fussy” – they are what scientists call “supertasters.” So, using clever flavour science, we invented the Supercube – the first food product made specifically for those with the gene, helping a quarter of the population enjoy a healthy, vegetable-packed diet.

Pre-launch, we generated talkability by developing a Knorr branded kit to test for the gene. Influencers shared their results and the public could request kits online. The story launched with a restaurant dedicated to supertasters. Videos captured the supertasters loving the foods they normally hate.

Despite the local focus of the campaign, the news went beyond Sweden with coverage in the UK’s Daily Mail and more. Over 30K gene test strips were requested in one week, with supply going out of stock. 70% of consumers who saw the campaign would buy the Supercube, 80% perceive Knorr as inclusive and 85% view Knorr as more innovative than before. Knorr aims to bring the Supercube to market in 2025.