With the concept “The Pure Taste of Brazil”, in this campaign we celebrate the essence of Brazilian home cooking: simple and full of soul.
This campaign was shortlisted at the Effie Awards Brazil 2024.
Art Direction:
Natalia Guimarães
Copywriter:
João Vereza, Cris Fernandes
Social Media Videomaker:
Kássio Araújo
Creative Directors:
Renata Antunes, Wilson Mateos
Knorr needed to stir things up to reconnect with younger audiences and change how they perceived the brand.
Then came the golden opportunity: a spontaneous shoutout from brazilian influencer Jojô Toddynho. She made an Instagram story name dropping us in a very funny way.
It was the spark we needed to bring Knorr into social media conversations.
With “The Pure Taste of Brazil” as our concept, we celebrated the essence of Brazilian home cooking.
On TV, we told the story from a new perspective: the old brazilian pot itself.
The everyday witness of meals made with love, improvisation, and that unmistakable Knorr flavor.
Then came the golden opportunity: a spontaneous shoutout from brazilian influencer Jojô Toddynho. She made an Instagram story name dropping us in a very funny way.
It was the spark we needed to bring Knorr into social media conversations.
With “The Pure Taste of Brazil” as our concept, we celebrated the essence of Brazilian home cooking.
On TV, we told the story from a new perspective: the old brazilian pot itself.
The everyday witness of meals made with love, improvisation, and that unmistakable Knorr flavor.
When recipes are this simple and delicious, even the mascots can be the hosts.
That’s how Sukulenta & Saborosa (Juicy & Tasty) were born — two personalities serving
humor and a fresh take on homemade food.