From bathroom stalls to back alleys, graffitied d*ck pics have become the most unwanted public art on the planet. Cities paint over them, yet others pop up the next day.
The challenge
01
To launch Knorr’s Premium Flavor Bases and elevate Knorr to a culturally fluent brand, we needed a culture-hacking idea that could prove the product’s creative versatility – all without a traditional advertising spend.
The solution
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Knorr tapped into a real culture moment impacting young dater’s today – unwanted explicit pictures. But what people actually find irresistable? Cooking. So Knorr replaced unwanted images with crave-worthy ones.
52 pics. 4 cities. One very tasteful message.
Knorr partnered with local artists across NYC, Austin, LA, and Miami to replace 52 explicit, cringeworthy images with crave-worthy murals, posters, chalk art, and stickers, inspired by dishes made with Knorr Premium Flavor Bases. With the 52 pieces of art representing the 52 serings of broth in each Knorr Premium Flavor Base.
The impact
03
Reclaiming the streets, one dish pic at a time.
Dish Pics earned 6.4 million earned impressions stemming from 23 placements across national and local outlets. Placements reflected 100% positive or neutral sentiment, 61% feature stories, 100% product mentions, and 61% linked directly to a retailer or Knorr website. In addition to campaign metrics, the real-world presence of the artwork drew crowds on city streets, further amplifying brand awareness.