Mexicans have stopped using Knorr in their turkey recipes.

Knorr has held a strong position in a highly penetrated category, it now faces challenges due to a disconnect with Mexican cooks. Once seen as a "grandma brand," Knorr's usage rates stagnated during the critical “Guadalupe-Reyes” period in the last years.

To modernize its image and increase relevance in the crowded holiday season, Knorr needed to appeal to younger consumers and become more memorable. This involved promoting Knorr out of the cupboard and increasing usage frequency to drive higher purchase volumes in seasonal dishes.

Based on two main objectives:

1.- Increase brand equity during the season by making Knorr a relatable and modern brand for younger audiences (18-35).

2.- Boosting Knorr consumption and frequency while establishing Knorr-seasoned turkey as the season's iconic dish.

"La Gozadera” campaign had a key objective to become the anthem of the "Guadalupe-Reyes" season, bringing a vibrant, distinctly Mexican energy to the festive period. Its popularity outshines traditional Christmas music, even surpassing “All I want for Christmas is you”, icon of the season.

Knorr’s first Christmas cumbia, "La Gozadera," features Wendy and Emilio in a catchy song with viral choreography for holiday enjoyment and cooking. The campaign merges music, food, turkey, family, and friends around the table.

The original branded song became the most memorable Christmas tune, capturing Knorr's delightful flavors and Mexican pop culture’s vibrancy. The song incorporates urban Mexican Christmas phrases from Mexican pop culture, the language of the street.

Let´s listen to the song: ¡Llegó La Gozadera! (youtube.com)

"La Gozadera" ignited conversations among Mexicans of all ages and backgrounds as they sang, ate, and danced along.

Our strategy analyzed Mexican holiday season consumption patterns using social media analytics, market research, and surveys to understand target audiences.

Audience & Market Insights: Analysis showed a growing interest in shared celebrations highlighting local culture.We assessed holiday consumption trends, focusing on music and entertainment as unifying elements, guiding the integration of "La Gozadera" to represent festive gatherings. Values and commensality; music, street celebration “Posadas”, urban language, and abundance of everything were identified as the core of the campaign.

Influencer & Digital Behavior: Social listening and digital survey around key Mexican personalities with more conversation and relevance during 2023 to choose the correct one. Trends and user engagement on platforms like TikTok revealed key patterns in music and dance content.

New music release plan emulation: Using music media channels such as Spotify Adv, music TV shows, radio spots, and a high-frequency strategy to viralize the song.

The "La Gozadera" campaign became a prominent icon of the Mexican holiday season through a multi-channel communication plan that focused on digital platforms such as YouTube, TikTok, and Spotify, as well as open TV and outdoor ads.

An "influencer squad" encouraged users to create and share dance clips on TikTok, fostering user-generated content. In-store experiences with Wendy and Emilio engaged consumers with dance and Knorr products for holiday turkey recipes.

The campaign, which ran from December 6 to 31, 2023, included a warm-up with Wendy's holiday story, the song launch, and amplification.

It achieved significant social media buzz, revitalizing Mexican consumers' love for Knorr. With national reach, the campaign celebrated cultural elements and content creation for each audience and platform. TikTok's Branded Mission and AR content with celebrities further amplified its impact.

The "La Gozadera" campaign achieved significant results on our main objectives:

1.- The metrics in brand equity were surpassed by +25% in the period and among the youngest (18-25). Brand perception was positively impacted according to Kantar Insights, with affinity, innovation, trendiness, pop culture representation, brand love, and modernity all showing a double digit % increase.

2.- In terms of sales (consumption and frequency), all business expectations were exceeded vs previous year. There was a 390 basis point increase in volume per purchase, a 320 basis point rise in total consumption volume of Knorr, and a 15% increase in sales.

“La Gozadera” reached over 1 billion impacts and 58 millions of complete views, surpassing the plan by 64% and reaching 60% of Mexican population. Thousands of user-generated videos were uploaded featuring the song and using #LaGozadera on TikTok that exceeded 3.2 millions interactions across all generations.