Knorr

The objective

Tapping into a growing noodle community on TikTok

Knorr has long been a staple in kitchens across Pakistan, but when it came to noodles, the brand discovered something extraordinary — a passionate TikTok community already celebrating its love for noodles through homemade recipes, hacks, and “slurps.”

Despite the buzz, Knorr hadn’t yet joined the conversation. The challenge was clear: connect authentically with this organic community, reignite excitement for Knorr Noodles, and introduce an upgraded product in a way that felt natural to TikTok’s culture of creativity.

The solution

Flavor meets fun through creators, community, and sound-on storytelling

Using insights from social listening, Knorr learned exactly what its audience wanted: bigger flavor, better texture, and a brand that speaks their language. To bring this to life, the brand launched the Knorr Slurp Mystery Box — a playful, brand-led concept designed to celebrate the joy of slurping and highlight Knorr’s upgraded noodles and new flavor.

To amplify reach and engagement, Knorr partnered with Brainstormers and leveraged TikTok Creative Exchange (TTCX) to bring 21 creators on board. As Knorr’s first-ever TTCX creator-led project, the campaign marked a milestone in the brand’s digital evolution - blending structure, creativity, and community-led storytelling.

These creators built on the Slurp Box buzz with their own fun, sound-on content — from slow-motion noodle pulls and unboxings to comedic storytelling and ASMR reactions helping the campaign reach over 98% of its target audience and generate more than 800 million video views.

A mix of TopView, TopFeed, and In-Feed ads ensured visibility across every touchpoint, while three TikTok Brand Lift Studies tracked impact on awareness, recall, and perception — revealing how Knorr successfully combined brand-led creativity with creator-led amplification.

The results

Turning a flavor moment into a nationwide slurp movement

Knorr’s four-month campaign proved that authentic storytelling and creator collaboration can turn everyday moments into cultural movements. The first Brand Lift Study reported a +2.7% uplift in Ad Recall and a +1.7% increase in Awareness, validating the creative strategy’s early success. The second study showed sustained momentum, with a +2.8% uplift in Ad Recall, the third study showed another +3.6% uplift in Ad Recall confirming the long-term impact of consistent creator engagement.

Beyond awareness, the campaign built a thriving community around Knorr’s TikTok presence. The brand’s official page grew its followers by more than fivefold, while engagement rates climbed well above industry benchmarks. Creator videos sparked thousands of shares, duets, and comment threads — proving that the Slurp Box wasn’t just a product reveal, but a full-fledged cultural moment on TikTok.