Knorr, a well-known brand in the culinary world, aimed to introduce its Chicken Powder to the Asian Australian community. Understanding the deep connection between food and cultural heritage, the influencer campaign sought to evoke the authentic feelings experienced at family gatherings over a soulful meal. REBORN’s task was to creatively convey how Knorr Chicken Powder made the flavours of their parents and grandparents cooking easy and accessible across all generations of  Asian Australians.

The primary objective of the campaign was to encourage Asian Australians to rediscover the authentic taste of home through the trusted Knorr brand. We aimed to create a strong emotional connection with the audience with our Asian Australian influencers, leveraging nostalgia and the comfort of traditional home cooked  family meals to drive brand engagement and product usage.