Knorr’s new activation encourages Canadians to see that cooking at home doesn’t have to be a necessary task, but rather a fun, delicious, nutritious, and affordable experience.

“The Bouillon Room” is an immersive one-night music experience in Toronto, featuring DJ duo Loud Luxury and chef Eric Chong. Guests at the event will be able to see how the changing tempos and rhythms of Loud Luxury’s live set drives chef Eric Chong’s cooktop, where he will prepare a variety of dishes using Knorr products. Knorr will also broadcast the event on Instagram Live to reach Canadians unable to attend.

Maya Atallah, associate marketing director for Knorr Canada, tells Media in Canada that the activation aims to appeal to a younger audience via pop culture, while also drawing inspiration from the popular “Boiler Room” concept, a live-streamed series of events where people dance to music played by a DJ in an old boiler room.

“The Bouillon Room” is part of the brand’s broader campaign “Remixed Mealtimes,” which highlights how the use of practical and easily accessible cooking products (such as Knorr cubes), combined with listening to good music, can transform routine meals into more enjoyable experiences. It is also an extension of the “Taste Combos” campaign launched last year with chef Matty Matheson. And it builds on the U.S. campaign launched earlier this summer, “Remix Mealtimes,” with rapper and actor Ludacris.

According to Atallah, the pace of change in the industry has never been faster, challenging Knorr to keep up with cultural trends, which is what they hope to accomplish with “Bouillon Room.”

The brand’s target audiences are Millennials and Gen Z, as well as people more likely to choose take-out over cooking at home. Atallah says it’s important for the brand to reach this audience because many of them are looking for the most affordable food options, even if they are not always the most nutritious.

“Our goal is to showcase Knorr bouillon cubes’ convenience as a flavour hack that can elevate any meal to deliver deliciously authentic and bold flavour across a variety of cuisines, creating a cooking experience at home that is just as, if not more delicious, nutritious and affordable than takeout,” Atallah adds.

The campaign is supported by social, influencer marketing, OOH, and a recipe hub on the Knorr website. PHD handles paid media, while Edelman is in charge of creative, influencers, digital media and public relations. U-Studio handles community management of the brand’s owned channels.