#EatMoreVeggies 

Knorr is one of the most established and classic brands in Germany – even the mothers of our mothers used to cook with it. When you think of Knorr, you think of 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 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. To transform the brand image in the young audience, 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 tastes as great as it sounds, the entertaining native advertising successfully flanked the running “#EatMoreVeggies”- campaign with over 84,4M impressions, 67 % target group penetration and a user engagement of +148K on TikTok alone over the course of 12 weeks.  

The campaign was so well perceived by fans and the community, that another flight was created - inviting people to try eating more veggies even during Christmas time. Highlight of the campaign was the participation of German Superstar singer Wincent Weiss. 

The brand Knorr shed off its dated perception and regained relevance within the younger target group. 

The ad recall saw an outstanding lift of 26.7 % (15.6 % above benchmark), indicating that the creative resonated very well with the young target group on TikTok.