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Category
Social Post / Single Platform Series
Annual ID
OS23_SM051M
About the Work
#EatMoreVeggies
With Knorr Fix, it’s easy to prepare meat-based dishes such as lasagna, goulash and meatloaf. However, as younger generations continue to reduce their meat consumption, the popularity of Knorr Fix is declining. What most of them don’t know: any Knorr Fix dish can easily be turned into a veggie meal! To ensure our message is heard, we take it to the platform where our young target group hangs out: TikTok.
Here, we asked the German pop star Loi and 9 other creators to share our veggie recipe instructions on their TikTok account – as a song!
The TikTok artists, known for their unique voices and singing talents, turned unknown, boring veggie recipes steps into extraordinary lyrics and by that created true originals. The sticky songs, paired with creative performances and a good touch of humor, left viewers thrilled and asking for not only more songs but even albums. While proving that cooking meatless with Knorr Fix tastes as great as it sounds, the entertaining native advertising successfully flanked the running “#EatMoreVeggies”- campaign with over 84,4M impressions and a user engagement of +148K on TikTok alone over the course of 12 weeks.
With Knorr Fix, it’s easy to prepare meat-based dishes such as lasagna, goulash and meatloaf. However, as younger generations continue to reduce their meat consumption, the popularity of Knorr Fix is declining. What most of them don’t know: any Knorr Fix dish can easily be turned into a veggie meal! To ensure our message is heard, we take it to the platform where our young target group hangs out: TikTok.
Here, we asked the German pop star Loi and 9 other creators to share our veggie recipe instructions on their TikTok account – as a song!
The TikTok artists, known for their unique voices and singing talents, turned unknown, boring veggie recipes steps into extraordinary lyrics and by that created true originals. The sticky songs, paired with creative performances and a good touch of humor, left viewers thrilled and asking for not only more songs but even albums. While proving that cooking meatless with Knorr Fix tastes as great as it sounds, the entertaining native advertising successfully flanked the running “#EatMoreVeggies”- campaign with over 84,4M impressions and a user engagement of +148K on TikTok alone over the course of 12 weeks.
2023 Awards
Total Points: 3
Merit
Credits
Agency
GGH MullenLowe GmbH / Hamburg
Client / Brand
Unilever Deutschland GmbH / Hamburg
Music / Sound Production Company
Not A Machine GmbH / Berlin
Media Distribution Company
PHD Germany
Chief Creative Officer
Marielle Wilsdorf
Chief Strategy Officer
Nina Jünemann
Copywriter
Alina Wessendorf
Creative Director
Barbara Dirscherl
Senior Art Director
Tobias Mausolf
Account Director
Miriam Mückner
Content Marketing Manager Nutrition DACH
Lisa Winter
Executive Client Service
Patrick Nemeth
Head of Brand Comms Nutrition
Anja Alpert
Katja Wagner
Head of Brand Partnerships
Nina Dreyer
Head of Marketing Knorr DE & AT
Julia Wilde
Managing Partner
Kolja Bustorf
Senior Account Manager
Luca Seichter
Senior Executive Client Service
Sammy Braschos
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