Knorr
Project: Knorrplay
The “aphrodisiac” stock pot that got UK couples cooking again
Cooking together sparks desire. Enter Knorrplay: a limited-edition “aphrodisiac” stock cube. The secret spice? There wasn’t one. Just classic Knorr, cheekily repackaged – because cooking together is the ultimate aphrodisiac.
01The challenge
Knorr needed to shake off its dusty image in the UK and reconnect with 18 – 35s who saw cooking – and Knorr – as an old-fashioned turn-off.
02The solution
We made cooking sexy again by repacking Knorr’s veggie stock pot as an aphrodisiac – without changing a single ingredient. The spicy boost to libido came from the act of cooking together.
Placing Knorr into culture
The campaign blended earned media, influencer storytelling, retail PR and direct sampling. In the week before Valentine’s Day 2025 Knorrplay was sold through adult retailer Ann Summers (where else?!). It was also tested (intimately) by a diverse mix of 10 UK influencer and regular couples who shared their date night meals before they learned it was just regular stock. The real turn-on? Cooking together.
03The impact
A bold reframe of cooking
The result was a story made for lifestyle, tabloid, and relationship press. There were 18K+ requests for a Knorrplay pack. The campaign garnered 7.1M influencer views online and 41.5M news media reach. Knorr earned a new shelf, at British store Ann Summers between the whips and lingerie. The last place you’d expect to find Knorr.
Let’s talk
Have an RFP you’d like to share? Skip the contact form below and email us to get started.
Fields with * are required.