Knorr campaign showcases how meals made with love can change everything
Knorr and MIKADO International have brought that feeling to life in a series of three TV commercials within their “Love is Mom’s Cooking” campaign. The campaign celebrates how cooking is an act of love that is passed down between a Chinese mother and daughter.
The commercial series explores a young woman named Lee May going through life from childhood, to adulthood, to motherhood. What bridges the stories together is her connection to her mother’s cooking through a very special bowl of noodle soup made with Knorr Chicken Powder.
“Knorr Chicken Powder is all about bringing families together and feeding from the heart. We wanted to show how cooking can be another way to say ‘I love you.’” – Brent Malone, Brand Manager at Unilever International.
In the first commercial, we see young Lee May coming home after a rough day, and her mother knows how to cheer her up; with a bowl of her favourite noodle soup.
In the second commercial, Lee May is now a college student, stressed about an important assignment. However, making a bowl of soup, complete with the same magic stir she did as a child with her mother, gets her back in the groove.
In the final commercial, we see Lee May all grown up with a daughter of her own. When her daughter feels unwell, she is reminded of how her mother’s soup brought her comfort after a tough day. Together they make the soup, and end with a meaningful moment between them.
The TV series not only highlights the quality flavour of the brand‘s Chicken Powder, but how happiness, love and family traditions can be expressed one meal at a time. The commercials will air on iTalkBB and other platforms, and will aim to reach the four million Chinese Americans living in the United States.
Other campaign elements include innovative in-store displays, digital ads on cooking websites, a specially curated website, cookwithknorr.com and using key influencers sharing videos and blog posts of their favourite recipes.
“We wanted to tell a heartfelt story that happens in Chinese-American homes everywhere. Using the universal insight that cooking is a way to communicate love, we wanted to show how a bowl of soup can mean so much more.” – Nahil Khalife, Creative Director, MIKADO International.