Resetting meal time with Knorr’s fast food remix with chef Luda

Knorr, the globally recognised food and beverage brand with a 187-year history, faced a classic marketing challenge: how to keep the brand relevant with younger generations. 

But how can a brand known for stock cubes become cool and interesting to a generation that craves cultural connection and entertainment? 

By focusing on the right consumer insight and by playing with advertising conformity, Knorr successfully managed to shift the narrative of Gen Z in the kitchen.

Knorr’s strategy is built on two main goals: 

• Create interest in cooking. The campaign’s mission is to make home cooking as appealing and exciting as fast food.
• Stand out in their culture. To connect with Gen Z, a brand must show up authentically in the culture they already consume. This means moving beyond traditional advertising and embedding the brand in their world of music, influencers/content creators, and social media. The partnership with Ludacris is a direct pathway into this cultural landscape.

By featuring Ludacris, a Grammy award-winning rap artist as a cook, who is able to mix and spice up the food, Knorr demonstrates empathy with Gen Z by developing something relevant, authentic and entertaining! A true MISFITS!