Brand
Knorr is a global food brand that helps home cooks create delicious, simple, and nutritious meals every day. The company offers a wide range of products inspired by authentic flavors from around the world, including bouillons, soups, stocks, seasonings and sauces.
35.1-pt
lift in ad recall
33.6-pt
lift in brand awareness
3.5-pt
lift in purchase intent
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Easy meals for home cooks
Knorr is a global food brand that helps home cooks create delicious, simple, and nutritious meals every day. The company offers a wide range of products inspired by authentic flavors from around the world, including bouillons, soups, stocks, seasonings and sauces.
Their Goal
Innovating for Gen Z
Knorr Mexico wanted to attract the attention of a younger audience by designing an authentic, engaging and innovative new brand experience.
“Getting consumers’ attention is increasingly complicated, but Knorr managed to turn things around with a campaign that evolves its years of tradition by teaming up with the neighborhood’s bad boy, reggaeton icon El Malilla, in a partnership that goes beyond image rights by taking it to personalized experiences in real time, powered by WhatsApp, AI and LLMs.”
Sergio Laurel,
Media & Performance Ecommerce Manager, Unilever
Their Solution
Partnering with El Malilla on WhatsApp
To go beyond its traditional marketing approach and deliver value through entertainment, creativity and emotional resonance, Knorr Mexico teamed up with El Malilla, a reggaeton star known for hits such as “Vaquero (Remix)” and“Mami Tú.” Together, they designed a one-of-a-kind conversational experience for WhatsApp.
To promote the experience and showcase its partnership with El Malilla, Knorr Mexico ran a campaign of partnership ads that click to WhatsApp featuring the performer and other creators, targeted to adults in the Mexico City metropolitan area, including fans of El Malilla and lookalike audiences. After clicking the ad, audiences entered an AI-driven conversational experience on WhatsApp that was designed by Knorr’s technology partner.
The experience was designed in part using WhatsApp Flows, an API-based solution that helps businesses automate customer conversations. Within the conversation, people had the option to receive exclusive, AI-generated “voice messages” from the reggaeton star, share their photos to receive personalized images that showed themselves alongside El Malilla, and get access to simple recipes featuring Knorr products based on their preferences. Knorr Mexico sent marketing messages on WhatsApp to encourage people who had only used one of the features to return to the experience and try something new.
The experience was designed to foster a sense of connection with El Malilla and Knorr Mexico by simulating personal, exclusive interactions with the singer. All audio and image assets were designed to be shared on social media to amplify impact. People continued to interact with the experience beyond the structured conversations, which the team attributed to strong emotional engagement and sustained interest. Nearly half a million people (429,854) engaged, and nearly two million spontaneous messages (1,978,615) were sent by audience members.
Their Success
Big boosts in brand awareness and ad recall
The team measured the success of the July 15-September 30, 2025 campaign with a Meta brand lift test that revealed increases in ad recall, brand awareness and purchase intent among audience members who experienced the campaign:
- 35.1-point lift in ad recall
- 33.6-point lift in brand awareness
- 3.5-point lift in purchase intent
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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