Love is mom's cooking

Based on the recent shift in consumers cooking at home, Knorr had to not only differentiate against competition but also cater to a diverse pan-Asian audience.
Based on the universal truth of moms loving their family through their cooking, a campaign was developed to touch the consumers through engaging tactics.
Business Objectives:
•Drive product awareness (Reach 100% of TA)
•Increase product usage and consumption amongst East Asian Canadians and Americans
•Increase brand love (by 5% points)
As a brand that people love, it was key to have a presence during Mother's Day to reinforce the consumers' brand love building.This campaign was an extension of our Love is Mom’s Cooking campaign that was centered around the insight that Mom has one goal in mind for every meal she makes—to ensure that it’s full of love and flavor. And no other ingredient checks both of these boxes like Knorr.
Due to current events, our focus shifted slightly to expand our Pan-Asian ecosystem to include those kitchen newcomers who were looking for recipe inspiration and quick and easy meal ideas. We achieved this by providing mouthwatering recipe content featuring Knorr products in various formats from short, engaging cooking videos, to static posts promoting recipes on our multilingual website, CookWithKnorr.com. In addition, we utilized over 50 relevant influencers to provide fresh content ranging from full recipes to quick kitchen hacks to ensure that there was no shortage inspiration, and everyone could find content to appealing to them. We also created a full 20-page downloadable children’s activity book that included fun and educational activities and food-related games. The book was available in three languages as a way to provide uplifting activities to families or to give the parents break while preparing a meal in the kitchen.
The outstanding results through various tactics included:
•14.8M+ Reach (social media, influencers, in-store POS)
•4.7M+ Views (social media, influencers)
•1.2M+ Engaged/Interactions (activity book downloads)