Knorr
Knorr Chinese Cuisine Campaign Series Hong Kong & Taiwa
A four-series B2B campaign for Knorr across Hong Kong and Taiwan, each entering the professional chef's world from a distinct creative angle
INSIGHT
Knorr chicken powder faced a distinct B2B communication challenge in Hong Kong and Taiwan foodservice: the target audience is professional chefs — pragmatic, experienced, with extremely high quality standards and constantly seeking new menu inspiration. A single campaign isn't enough; sustained multi-series brand building is required to establish daily presence in the professional kitchen.
STRATEGY
Build a multi-series campaign architecture, each series entering the chef's world from a different angle, collectively reinforcing one strategic conviction: Knorr chicken powder is the ingredient that helps professional chefs cook better and never run out of menu inspiration. Rational appeals (flavor performance, seasonal creativity) and emotional appeals (social dining, reunion occasions) executed in parallel.
EXECUTION
Four series each entering a distinct kitchen scenario: 走味篇 (flavor dynamics), 下酒菜篇 (social dining culture), 品鮮四季 (seasonal creativity), 圓滿團圓夜篇 (family reunion emotion). Formats span print KV and digital video, comprehensively addressing professional chef audiences across Hong Kong and Taiwan foodservice markets.
Performance Metrics
Market
香港 + 台灣
Campaign Series
4 個系列
Format
KV + 數位影片
Target
B2B 專業廉房主廉
The Brand Challenge
Knorr is a globally trusted condiment brand with a wide range of seasonings, sauces, and soups serving professional kitchens. The B2B challenge in Hong Kong and Taiwan: how to communicate with chefs and foodservice decision-makers who hold the actual purchasing power — not end consumers. The audience is pragmatic, high-standard, and constantly pressed for inspiration. Generic brand messaging doesn't reach them; only creative that speaks their kitchen reality does.
Strategy: Four Campaigns, One Brand Conviction — Knorr Belongs in Every Chef's Kitchen
Rather than a single product push, JCW developed a multi-series campaign architecture, each series entering the chef's world from a different angle: flavor dynamics, seasonal creativity, social food culture, and family dining occasions. Every series shared the same strategic conviction — Knorr chicken powder is the ingredient that makes great cooking easier — but each landed it through a distinct, contextually relevant creative lens.
Creative Execution — Four Series
走味篇 (Flavor Escape): KV headline — 'Is the flavor running away? Or is it on its way?' Visualizing the fragility of flavor to communicate Knorr's role in locking it in. 下酒菜篇 (Beer Food): KV headline — 'Sweet, sour, hot. Get your tongue ready for beer!' Tapping into the social dining moment to make Knorr's flavor credentials feel immediate and appetite-inducing. 品鮮四季 (Fresh Seasons): KV concept — 'Inspiration by seasons. No more suffering for new ideas.' Positioned Knorr as the chef's seasonal creativity partner, removing menu-planning pain. 圓滿團圓夜篇 (Reunion Night): Digital video for the reunion dinner occasion, capturing the emotional weight of the family table and Knorr's role in making it complete.
Strategic Outcomes
The series campaign architecture demonstrated that sustained B2B brand building in foodservice requires multiple entry points — rational (flavor performance, seasonal utility) and emotional (social moments, family occasions) — rather than a single proposition. Each series deepened Knorr's relevance to professional chefs from a different angle, collectively reinforcing the brand's authority across Hong Kong and Taiwan foodservice markets.