Knorr is set to host a live experience at a Toronto wrestling studio, with the aim of changing the perception of the brand among Gen Z, positioning itself as fun, tasty, affordable and easy to use. The Unilever brand says the “Flavourmania” campaign will help show Knorr as a trusted partner for easily adding flavor to home-cooked meals among a generation that frequently eats out.

“We know Canadians, especially Gen Z, are craving more excitement in their everyday meals,” says Kristen Whelan, associate marketing director for cooking aids and mini meals at Unilever. “Flavourmania is Knorr’s way of bringing bold flavour back into the kitchen.”

The activation, which will take place at Superkick’d Studios on October 22, will feature a wrestling show with food and drinks. Knorr will provide a takeaway tote bag with a recipe card and product, as well as samples of three dishes created by the brand, including Bang Bang Maple Chili Broccoli, Spicy Korean Chicken Fajitas and Smashed Cheeseburger Sliders. Attendees will also see creator Abdullah Zaidi and Canadian actor Peter Chao as co-MCs.

Whelan tells Media in Canada that the brand is leaning heavily into storytelling on social media, partnering with lifestyle and food creators and launching content, including promotional videos and static social media posts, on Knorr’s own social media channels to generate buzz.

“We’ve forgone TV for this campaign and instead prioritized social media and creator partnerships, particularly on TikTok and Instagram, where our target audience is most active and where we can bring the campaign’s personality to life in real time,” Whelan says, noting that they have also partnered with a wrestling Twitch streamer to broadcast the event live, given the platform’s popularity among Gen Z.

Knorr will amplify all content, including the live Twitch broadcast, with paid advertising, including Toronto billboards.

Initiative is behind the media, while UStudio handles social media and Edelman Canada supports PR.

According to Whelan, the team is launching the activation now as professional wrestling is making a resurgence in pop culture, which presents an opportunity to connect with that fan base. “Flavourmania” is also a continuation of the “Taste Combos” brand platform, which shows consumers how to prepare quick, tasty and affordable meals instead of resorting to takeout.

“[Taste Combos] brought together unexpected creative worlds, like food and music, to reframe home cooking as something exciting and entertaining,” she says. “With Flavourmania, we’re evolving that story further, moving into live sporting experiences like wrestling that bring our message of bold flavour to life in another way that’s playful and unforgettable.”

The activation also aligns with the brand positioning of “cooking helps up your game” and of bringing flavour and confidence to home cooks.

Last year, Knorr also launched the global campaign “#modtheveg” to give more value and importance to vegetables in online video games among 18- to 34-year-olds. The brand partnered with video game brands, such as Fortnite and Minecraft, to create in-game vegetable modifications, known as mods, that powered up characters and generated more points for vegetables versus meat items. The brand tested them with the gaming community and, for the launch in Canada, partnered with gamers to host a joint stream on Twitch, where they played with the new vegetable mods in the game Only Up Parkour.

“Success ultimately means being part of the cultural conversations, showing up where our audiences already are and reminding them that Knorr is in their corner,” Whelan says.