Knorr

Gen Z is looking for brands with a clear stance, cultural relevance, and authentic stories. Our mission: to establish Knorr’s organic bouillon as a beloved brand in the minds of young people through content that doesn't just inspire and move them, but creates genuine connections.

Instead of traditional product advertising, we created the fictional music label “HardKnorr Vibes Entertainment” and launched a three-phase campaign: beatmakers sampled vegetables and turned them into beats, twelve creators dropped their tracks, and the community joined in with POV memes. Suddenly, Knorr was no longer just a brand, it was a vibe. A campaign that felt like organic content: authentic, entertaining, and shareable.

Results that taste great: We proved that even traditional products can go viral when brands dare to do things differently. We not only won Gen Z over to Knorr – we made the brand part of their world. The best part? kimisinamood’s hit went viral, with the sound used more than 130 times in just three days. Organic views increased by 480%, turning a kitchen jingle into a TikTok phenomenon. And the community is still asking: “Kim, when’s the album dropping??”