Unilever’s Knorr has launched ‘Kitchen Academy’, an online portal championing its team of chefs while inviting members of the public to share their own culinary tips.
The Academy introduces Knorr chefs Igor, Sebastien and Luigi, who will develop and share tips and recipes, as well as introduce consumers to the full Knorr product range.
To support the launch, TMW created and now manages a Knorr branded Facebook page, which invites users to ‘apply’ to the Academy.
A Facebook app asks consumers to take a short quiz to determine what kind of cook they are in order to receive tailored recipes from the chef that is most similar to them. Members of the Academy will also have the chance to win a full-day masterclass with the Knorr chefs and runners up will receive a branded Knorr apron.
The campaign forms part of Unilever’s £12m investment in marketing the brand this year.
Lucy Walsh, marketing manager for Knorr UK, said: “Digital forms an important part of our marketing this year too – consumers are increasingly searching for recipe content online, which is why we’re doubling our recipe content available on the website and using digital to help direct consumers to their favourite and top-searched for dishes such as spaghetti bolognese.”
A TV campaign will launch later this year to extend the push.
View the Kitchen Academy Facebook page here