Knorr
Project: Knorrplay
The “aphrodisiac” stock pot that got UK couples cooking again
Cooking together sparks desire. Enter Knorrplay: a limited-edition “aphrodisiac” stock cube. The secret spice? There wasn’t one. Just classic Knorr, cheekily repackaged – because cooking together is the ultimate aphrodisiac.
01The Context
Knorr needed to shake off its dusty image in the UK and reconnect with 18 – 35s who saw cooking – and Knorr – as an old-fashioned turn-off.
02The Move
We made cooking sexy again by repacking Knorr’s veggie stock pot as an aphrodisiac – without changing a single ingredient. Because cooking together is the ultimate aphrodisiac.
03The Action
Knorrplay was sold through Ann Summers (where else?!) and tested (intimately) by influencer couples.
04The Impact
18,000 Brits requested a Knorrplay pack. The campaign garnered 7.1M influencer views online and 41.5M news media reach. Knorr earned a new shelf, at Ann Summers between the whips and lingerie. The last place you’d expect to find Knorr.
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