Knorr - Flavors Of Moms

Knorr, the food and flavor experts wanted to reignite interest in its products during the seasonal lull following Vietnam Tet Lunar New Year. By celebrating moms - home chefs across the country, by acknowledging the love and devotion that they put into every meal, and highlighting the role of flavor in bringing food to life.

 

Flavor can evoke a place, an occasion, or even a memory, but we wanted to see if it could describe a person.

 

We invited three different families from three distinct regions of Vietnam, and through a thorough series of interviews, we asked them what makes their moms happy. Then, with the help of a Celebrity Chef, we created a special menu that designed individual meals for three moms, bringing their backgrounds and personalities to dishes.

 

By sourcing ingredients found in their hometown and flavors that accentuated their character, we could create personalized recipes that described each of our moms in every signature dish.

 

Being one of the team members in this project, I designed the lock-up logo and Microsite for this campaign. The microsite is one of the important parts of the campaign, it allowed consumers to explore and figure out the recipe that is suitable to their personality. This campaign incredibly increased the engagement rate and spread the brand's purpose among consumers.