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The objective of the Knorr Malaysia Ramadan campaign was to advertise the use of Knorr Pasti Sedap and Knorr Chicken Powder amongst Malaysian chefs - highlighting specifically on its aroma and great taste achieved using these key ingredients. The target audience for this campaign included renowned Malaysian chefs who owned their own restaurants, or uprising social media chefs who have gained immense traction from sharing their own recipes online.
The creative approach used for this campaign was to recruit only chef content creators who were able to incorporate the Knorr Pasti Sedap and Knorr Chicken Stock in their Ramadan-themed cooking. The KOLs were given the creative freedom to cook any dish of their choice, with stronger emphasis on how the Knorr products were excellent for restaurant cooking and even food vendors in preparation for Ramadan bazaars.
Instagram Micro-Influencers & High-Tier TikTokers Engaged
Mixture of Instagram Reels, Instagram Photos & TikTok Videos
Industry Benchmark at 2.9%
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