Knorr is a well-established brand of food seasoning products with Knorr Chicken Powder as its core business, known as a taste enhancer and healthy alternative in cooking at home. Its main consumers are stay home moms who purchase Knorr products from supermarkets and cook at home often.

However, the UBS Prices and Earnings report in 2015 that people in Hong Kong work the longest hours with an average of over 50 hours per week. These work hours contribute to a variance of lifestyle between the working class and their retired parents, making it increasingly difficult for Hong Kong people to dine at home with their families.

As the working class choose unhealthy conveniences rather than dining at home, Knorr faced a steady decline in sales. Therefore, Knorr needed to take action and encourage people in Hong Kong to dine at home with their families again.

The video follows a mother and son as they each shared personal sentiments on what a home-cooked meal means to them; Clarence, the son, spoke longingly of his mom’s cooking while reflecting on having fewer dinners at home due to work. He was then surprised with a meal cooked by his mother as he watched a recording of her describing her love when she cooks for her son.

This interaction was hosted by Joyce Cheng, a well-known celebrity that the public of Hong Kong has watched over as she grew up, and who’s own celebrity mother recently passed away a few years ago. Joyce reminisced her own family, then broke down into tears as she was surprised with a meal of her mother’s signature dishes. The video concluded at this touching moment, as Joyce encouraged people to treasure the family dining moment.

We released the video online, building an emotional hook. Clarence, spoke longingly of his mom’s cooking while reflecting on having fewer dinners at home due to work; he was then surprised with a meal cooked by his mom as he watched a recording of her describing her love when she cooks for her son. Joyce then reminisces her own family, breaking down into tears as the production crew surprised her with a meal of her mom’s signature dishes. The video concludes as Joyce encourages people to treasure the family dining moment before it’s too late.

A series of social content followed on Facebook, to support and lead up to “Home Dining Day” on Oct. 10, selected as two 10’s signify reunion in Chinese culture. We encouraged audience to reflect on their own experiences of home dining and inspired them to tell their own stories.