Knorr Meaty Granules

Naturally well-rounded taste just like homemade

FPDB Creative teamed up with Knorr Thailand to unveil the revamped Knorr Meaty Granule in Vietnam. We delivered a striking Key Visual that boldly embodied the core values of the new Knorr product - Natural, Authentic, Fresh, and Tastes Like Homemade. It strategically supported Knorr in providing compelling reasons for consumers to trust, switch to, and stay loyal to the brand.

OUR MENU
Creative Strategy and Idea
Art Direction

Production
Graphic Design

L O O K

Knorr Meaty Granules is Knorr's renewed flagship product, crafted with essential seasonings and fresh Vietgap STM, simmered for hours using an advanced process, having no artificial sweeteners and colorants.

Over 20 years ago, Knorr revolutionized the bouillon market in Vietnam by delivering a nutritious and flavorful enhancement to dishes. The brand later solidified its reputation for taste through partnerships with renowned chefs. More recently, Knorr has maintained its focus on balancing nutrition with exceptional flavor, while fostering a warm, family-centered image that emphasizes authenticity and superior safety. Their visuals frequently convey a sense of warmth and friendliness, showcasing families enjoying meals together and illustrating the care and connection Knorr products add to every dining experience.

MARKET RESEARCH

From observing Knorr's long history, FPDB Creative found that the new key visual needed to emphasize superior quality with a modern and eye-catching approach. It was crucial to address the misconception that all bouillon granules are the same and differentiate Knorr from lower-priced competitors.

Given the rising concerns about unclear meat origins during the campaign period, we identified that highlighting the VIET GAP-certified quality of Knorr Meaty Granules was essential. Additionally, we recognized that the timing after the Lunar New Year was ideal for evoking a feeling “like homemade”, as this emotional context of people missing home aligns perfectly with Knorr’s goal to strengthen cultural connections with consumers.

Based on the previous goals, FPDB proposes a visual strategy to achieve the primary objectives, which are to create new, eye-catching Key Visual with Hook Point and spread Knorr's message through story.

T H I N K

Our strategy used the hook point as a central approach for new product launches, ensuring a fresh angle, engaging visuals, a home-cooked feel, and a natural vibe. We proposed four key visual concept ideas, each conveying a unique story with a specific context, hook point, and mood & tone:

Concept idea 1

A kitchen in a natural setting, with the hook point being its placement in a vast landscape to

symbolize Knorr’s origins.

Concept idea 2

Bringing the farm to the table, with the hook point highlighting the family’s joy and

satisfaction with Knorr.

Concept idea 3

A mother transforming a messy table with comforting food, with the hook point being the warm transformation of the table.

Concept idea 4

A family cooking together after Tet, with mom becoming the queen of the kitchen, supported by her family, and enjoying Knorr’s meals.

C O O K

In the end, Knorr and FPDB Creative merged Idea 1 and Idea 2 into the chosen key visual

"Let’s bring nature home!"

The hook point showcases an eye-catching larger Knorr package, highlighting Knorr as a connector, with the father in the kitchen and the mother selecting fresh ingredients, reflecting a slight role change while keeping the mother central.

To emphasize the product and dish, we scaled them up and made them the focal point to highlight their significance and the transformation Knorr brings. We moved from a fresh vegetable field to a warm kitchen scene, using an amber glass pot for clear ingredient visibility and wooden props to create a cozy, authentic atmosphere. This approach underscores Knorr’s role in enhancing the kitchen environment and truly bringing nature into the home.