Unilever Food Solutions and its seasoning brand Knorr have been committed to delivering full services for 2 million Chinese restaurants and their chefs. Meanwhile, chefs are increasingly challenged to create flavourful and memorable dishes to satisfy people’s ever-changing tastes.
To empower and inspire chefs to create delicious dishes with Knorr, we took insights into young consumers’ craze of “internet-famous cuisine”. Besides the presentation, ingredients, and flavours, what makes those dishes popular is the emotional connection with consumers.
Introducing Good Mood Food - an inspiration and recipe for chefs to create mood-boosting dishes to bring out the best in you out of loneliness, unmotivated or hopefulness.
We invited Li Dan, a popular comedian among both chefs and young consumers, to introduce the nine stylish dishes Unilever Food Solutions created. With Li’s unique, fun and impressive speeches, we connected the nine dishes with different “tastes” of life including sweet, sour, and spicy, which demonstrated that a self-pleasing attitude towards life can actually change the outlook on life. The social buzz made the dish popular online. We also introduced the recipes of the dishes as well as sampling product coupons on mobile so chefs could easily download and try. To engage with more consumers, we shared recipes for everyone so they can cook and create their own Good Mood Food with Knorr.
With a late-night bistro as the scene, we featured Li in four online films launched on social platforms such as Weibo, Douyin and WeChat. In the films, we took stories from real life and the hot societal topics, featuring all kinds of lives and moods happening in a bistro.
At the same time, Unilever Food Solutions launched chic pop-up bistros in Beijing, Shanghai, Guangzhou and Chengdu. In collaboration with China’s largest lifestyle and restaurants platform dianping.com, these bistros became internet famous as must-sees while all consumers are invited to visit the offline bistros to have a real experience of the Good Mood Food.
Good Mood Food has brought great effectiveness, with impressions across social platforms reaching over 200 million, and a big increase in sales.
In addition, Good Mood Food has won 17 awards across Asia Pacific, including a Grand Prix in Best in Show category at MMA SMARTIES APAC and 2 Gold awards in the categories of Consumer Promotion and Lead Generation. In Greater China, the campaign also won some of the most prestigious awards including Effie, WARC and ROI Awards in categories such as B2B Excellence and The Customer Journey.
