Aim: We needed a refresh that would position Knorr as a modern brand in tune with consumer trends and needs. Tapping into key food moments, like Christmas, offered huge opportunities.
Campaign: As part of the Knorr Gozadera campaign, we recruited three top Mexican singers, LAA, Yuridia and Los Esquivel, to sing the praises of Knorr as the ultimate ingredient in any turkey stuffing.
The campaign went viral, with people from all generations creating their own Gozadera films.
Results: The Gozadera campaign gave Knorr’s brand reputation a boost with Kantar research showing an increase of 10% of consumers who now felt Knorr was a trendy brand, while 14% more felt that Knorr connected to current Mexican pop culture, improving differentiation in a crowded Christmas marketing landscape and delivering a sales increase.