Campaign strategy was created by 11:11, produced by Andr Vasco and executed by BR Media Group
Knorr presented its new campaign that aims to rejuvenate the brand, generate greater engagement with the public and explore the versatility of its products, entitled “Knorr, the Puro Caldo de Brasil”.
The communication was inspired by the singer and influencer Jojo Toddynho, who stars in the play and introduces the theme “Knorr leaves everything + Gostosa”. The campaign strategy was created by 11:11, produced by Andr Vasco and executed by BR Media Group.
“This partnership between Knorr and Jojo is the beginning of a journey to bring the brand closer to conversations about the product in a light, fun and authentic way, Jojo’s trademarks”, said Carolina Riotto, Director of Marketing Nutrition at Unilever
The communication explores a side of Jojo present in his daily life and outside the cameras, as a housewife, who likes to be in the kitchen, but without losing his humor.
With the campaign, Knorr took the opportunity to mark a new moment of communication for the brand. Starting on social media, with Jojo Toddynho’s own profiles as the premiere channel, the concept of proximity to the public will be amplified with other pieces on digital media, listening to what Brazilians say about the brand and engaging in dialogue.
“Currently, big brands have realized the need to seek this creative vision and consider the influencer’s opinion and creation in the production of their campaigns. The influencer knows their audience, their tastes, their community and offers what they want to see in a spontaneous way . The audience perceives when the content is authentic, as well as the platform and metrics, which makes the activation have a better performance. In short, co-creation always generates better results”, added Thiago Bispo, Business Director at BR Media Group .
