The objective
Knorr wanted consumers to understand that the brand endorses family love and connection, grounded in the unique bonds and traditions of Myanmar families. Food, recipes and shared family stories gave the campaign a natural way to make that connection tangible.
A multi-channel experience
The experience moved audiences from a story-led web series into an interactive microsite game, then extended the idea through key opinion leaders. Each part had a different role: the series created the narrative, the microsite invited exploration and participation, and KOL amplification carried the content into wider conversations.
- Web-series launch
- UGC campaign delivered through a microsite
- Interactive microsite game
- KOL amplification
Flavors of Story
Knorr’s “Flavors of Story” microsite showcased the range of Knorr products through storytelling. The experience began with a web series focused on family and flavour, then became a recipe-led game where audiences could explore different dishes. Those recipes were subsequently adapted into game-like content for KOL amplification.
- Knorr “Family Dish” game, translated from the Burmese campaign title
- Family-and-flavour stories
- Recipes presented as interactive game content
- A digital experience designed for engagement and lead generation
The digital series
The campaign included two published episodes. Together with the microsite and KOL content, they formed a joined-up path intended to build brand loyalty, generate participation and make the campaign memorable across multiple touchpoints.
Highlights
- Two-episode original digital series
- Interactive recipe and UGC microsite
- Storytelling built around Myanmar family traditions
- KOL-led amplification across campaign content
