Knorr

The Objective

Knorr aimed to boost awareness and drive trial for their new product, Fix Mac ’n Cheese, specifically targeting the younger (Gen Z) demographic on TikTok. This presented a challenge in effectively reaching this audience and generating positive perception within a competitive landscape.

The Solution

The campaign used a combination of Top Feed reservation ads, auction-based awareness, and video view campaigns. It leveraged brand creatives alongside Spark Ads in collaboration with influencers to maximize impact.

To resonate with Gen Z, the campaign embraced TikTok-native creativity. The tagline “Jesz jak chcesz” ("Eat how you want") reinforced the product's casual, anytime appeal—whether in the bath or at a party. A mix of reach and video view campaigns, combined with influencer partnerships, ensured high visibility and engagement within the target demographic.

The Results

The campaign exceeded benchmarks, achieving a +72% uplift in ad recall and a +30% increase in awareness. Favorability also saw an 8% rise. Targeting effectiveness was strong, with 77-95% penetration of the intended TikTok audience.

Knorr’s TikTok campaign successfully cut through the noise, driving strong brand attribution and positive product perception. Its impact was further recognized when it secured second place in the Greatest Creative TikTok Ad Awards 2024, demonstrating the effectiveness of combining paid ads, creative content, and influencer collaborations.