Knorr is aiming to inspire Asian Canadians to reach for its products and experience a “Taste of Home” with a new campaign built on that theme. 

Handled by longtime Knorr multicultural agency partner Mikado International, the brand’s new campaign targets Asian Canadian (and American) consumers by tapping into ideas of authenticity and nostalgia. The media plan includes all major mass-reach channels, says Jeannie Yip, head of marketing and operations at Denver-based Mikado.

“[We are] leveraging various channels such as TV, social media, and online platforms to help communicate the narrative about Filipino, Vietnamese, and Chinese food, culture and connection, and how Knorr honors the authenticity and culinary traditions that define and unite all of us,” explains Yip.

The creative theme features Asian Canadians sharing how the company’s products help them reconnect with their roots through food. Knorr’s Asian-inspired food products include Knorr Mexican Mi Arroz, Knorr Chinese Chicken Broth Mix and Knorr Filipino Sinigang Soup.

For TV, the campaign includes a commercial and docuseries that Knorr will launch on connected TV platforms and also includes targeted programmatic and digital ads starting in December. Knorr will also use paid social networks, such as Facebook, Instagram and TikTok, and influencers to market the products from December.

Additionally, the media plan includes a contest to win products from a commissioned, art-theme merchandise collection, created in partnership with Chinese-Canadian artist Tanya Mu. The contest will be promoted on social networks from January to February 2024.

“Taste of Home” is already underway in the U.S., where Vietnamese-American and Filipino-American artists created large-scale murals in Denver and New York (pictured) that show meal prep using Knorr products. The murals were unveiled this week and include a CTA for people to interact with the artists on social media. 

Elsewhere, Knorr recently executed a sampling campaign in London, Ontario that built off the idea that undergrads need and want food at unusual times. The company launched a 24-hour pop up sampling shop for its new rice cups on the Western University campus from November 9 to 11, offering students on-the-go food to fuel their studies. 

Knorr mural in Denver.