Knorr

Knorr Unlocks Growth at REWE Via Social-First TikTok Campaign with LiveRamp

Objective

Measuring the impact of digital advertising on offline sales

For FMCG brands, the true test of marketing impact happens on the supermarket shelf. As a global food brand owned by Unilever, Knorr operates in this reality every day, offering packaged food products such as soups, stocks, sauces, and meal helpers for tasty meals at home.

A key priority for Unilever is understanding how social advertising translates into real-world sales for Knorr and key partners at the retail level. This made REWE, one of Germany's largest supermarket chains and a long-standing retail partner, an ideal proof of concept.

To implement their study, Unilever leveraged its strategic partnerships with TikTok and LiveRamp to launch a pilot Offline Sales Lift Study. The objective was to measure whether TikTok branding campaigns drive demand, incremental offline sales, and measurable iROI for Knorr at the brand and product level, as well as for their retail partner, REWE.

Solution

Driving reach and video engagement to support offline sales

To drive offline sales, Knorr launched an In-Feed Ads campaign on TikTok focused on reach and video views. The campaign's content aimed to reframe everyday cooking by turning dinner from a source of stress into a moment of enjoyment, anchoring the brand in a culturally relevant moment for the audience.

Running from April to June 2025, the campaign targeted audiences across Germany aged 24 to 50, ensuring broad and consistent exposure at scale. By prioritizing reach and video engagement, Knorr maximized visibility for the Mealmaker product line and reinforced its relevance for busy households looking for convenient and tasty meal solutions.

With strong Brand Lift Study results as a starting point, the upper-funnel activation laid the groundwork to measure how TikTok brand campaigns drive in-store purchases and convert demand at scale.

Results

Demonstrating measurable brand impact and sales uplift

The pilot study delivered strong results, showcasing TikTok's ability to drive meaningful brand impact alongside incremental offline sales performance. Brand Lift Study results showed a strong uplift in ad recall, confirming that the campaign successfully increased brand memorability at scale.

The Offline Sales Lift Study conducted using LiveRamp measurement and REWE retailer data also provided clear evidence of real-world sales impact. The study revealed a 2.1x return on investment at the brand level compared with the LiveRamp industry benchmark, alongside a 3.4x sales uplift at the product level for the Knorr brand.

These results demonstrate that TikTok branding activity not only drives brand metrics but also converts attention into incremental in-store purchases. The results also validated Knorr's ability to innovate using social-first campaigns and translate demand into more shoppers and larger baskets at REWE, helping to drive mutual business growth.

To find out more about TikTok solutions, including an Offline Sales Lift Study, reach out to our team here.