Signed by 11:11, the piece is narrated by Jojo Toddynho and features actions on social media and OOH
Knorr announced the launch of a campaign that presents the true “Brazilian pan”.
Created by 11:11, the play has the concept “Pure broth of Brazil” and is narrated by Jojo Toddynho, who tells the pains and loves of the life of a pot. The action also highlights the roots of Caldo Knorr, in addition to reinforcing the Brazilianness that the brand carries.
“This is Caldo Knorr’s biggest investment since 2016 and our biggest objective is to reinforce the importance and attributes of the brand among the consumer public. To achieve this, nothing is more powerful than a fundamental element in all of our kitchens, like the pan, and its personification in partnership with Jojo Toddynho, or rather, our Jojo Kaldinho, which brings this characteristic Brazilianness of the brand”, said Carolina Riotto, CMO of the Food Business Unit (Nutrition) at Unilever Brazil.
All of the brand’s communication is inspired by digital, fun and current language. In addition to the commercial as the main piece, the campaign also includes actions on social networks also with the presence of the artist and support in out-of-home media in different formats.
“The pan is the ultimate witness to the Brazilian’s mood in the kitchen: sometimes there’s plenty of it, sometimes not, sometimes there’s a lack of time or desire. But there can never be a lack of real flavor, and that’s where Knorr comes in. To show that we are speaking of everyday life and not sophisticated cuisine, we brought common dishes, such as minced meat and black beans”, added Wilson Mateos, co-founder and CCO of 11:11.
