Love at The First Taste

Knorr, an iconic Unilever brand, had lost 15% market share in Brazil over three years and was losing relevance with younger consumers. Research showed Millennials and Gen Z were gravitating toward smaller, authentic food brands, leaving Knorr perceived as outdated.

The brand was stuck in time, focused only on convenience. Younger consumers increasingly viewed seasonings as unhealthy, high in sodium, and overly processed. Without a bold repositioning, Knorr risked further decline in distinctiveness, cultural relevance, and consumer trust.

We designed a holistic brand refresh that went far beyond packaging changes and educational advertising. The plan included: . PRODUCT INNOVATION: reduced sodium across the portfolio and launched new formats like baking bags. . AUTHENTICITY THROUGH PR: showcased partnerships with local farmers to prove Knorr’s “From Farm to Fork” positioning was real. . EMOTIONAL CONNECTION: executed the global campaign “Love at First Taste”, including a viral social experiment pairing strangers by flavour profiles, celebrating food as a connector. . LOCAL ACTIVATIONS: engaged communities with experiences that made the brand tangible and relevant to everyday cooking.

Within one year, Knorr’s market share fully rebounded. Rebuilding the portfolio and communication around consumer insights boosted 18–30 year‑old participation from 4% to over 30%, delivered $80M incremental revenue, and drove +15% market share. The launch of new products in white‑space categories, such as baking bags, unlocked +25% sales growth and +10% profitability within 12 months.