During the pandemic, consumers grew tired of cooking at home, but economic crises forced them back to the kitchen. Knorr decided to bring joy and energy back to the table with affordable products and a fresh, dynamic, and fun communication style.
The campaign started with the question "What should we eat?" featuring young actors dancing in the kitchen to Cardi B's "I Like It," ending with a wooden spoon dropped like a microphone. Knorr revived the joy at the table.