Knorrplay
Weber Shandwick
Client: Knorr
Why? Because home cooking is dying out. For a generation raised on delivery apps and dating shows, it feels like a chore from another era - just like Knorr, often dismissed as a “granny brand” gathering dust in the back of the cupboard. To reconnect with 18–35s, we needed to make cooking - and Knorr - feel sexy again.
Psychology sparked the idea. Studies show that cooking together activates intimacy triggers: shared tasks, nurturing behaviour, sensual engagement - all proven to release oxytocin, the bonding hormone linked to sexual desire. Cooking, it turns out, is a natural aphrodisiac.
So we turned that insight into Knorrplay: a limited-edition Valentine’s Day stock cube - cheeky, tactile, and completely un-Knorr. The twist? It was just normal Knorr stock, cheekily repackaged—because cooking together is the real turn-on.
The results: Knorr re-entered kitchens - and bedrooms. 1,000 units sold out in hours. Over 18,000 people signed up for one. More than 10,000 opted in for future comms. Influencer content reached 7.1 million accounts - more than triple Love Island’s UK peak - and generated 21,000+ positive interactions. National media took notice, bringing total reach to 41.5 million. And in the bedrooms? Let’s just say every couple who shared their experience reported “satisfaction”.