The insight comes from the fact that ASMR audio enhances the food experience to the extent that it becomes irresistible. People were already utilizing ASMR, and oddly satisfying sound effects, to enhance their enjoyment of junk food, so we identified an opportunity to apply it to a healthier snack option; Knorr Pasta Pots. But we didn’t stop there, we incorporated the slurping audio to activate a shoppable link, transforming the streamer's moment of consumption into an integrated experience for both consumers and the brand.

The relationship between gaming and junk food went too far. There’s a whole weird category in YouTube ‘A.S.M.R Mukbang fast food eating gaming sounds to relax and sleep’. There are thousands of videos in which gamers endlessly taste junk food using ASMR to heighten their senses and people not only enjoy it but engage with it a lot. What if we step on the whispering sounds of burger, fried chicken and pizza and beat them in their own game?

The entire campaign revolves around creatively leveraging live streaming audio. Game streamers were sent a special Knorr product pack containing everything they needed for the ultimate ASMR experience: a box branded with the KSMR campaign, a Knorr pasta pot, and a 'Spork'—half spoon, half fork. They were tasked with live streaming an ASMR session featuring the Knorr product, using only audio and whispering. The sounds made during the live streaming would then activate a shoppable link to Knorr pasta pots on the Amazon store.

Since this wasn't a traditional radio ad, we don't have a full translation, because nothing was scripted. The idea was that the streamers improvised, creating ASMR sounds by interacting with our product (slurps, pouring water, stirring etc.), that encouraged people to buy our product on Amazon.

Knorr is the second biggest Unilever brand. In many parts of the world it is the leader in the category of stock cubes, bouillon, and seasoning powders. However, being a 185-years-old brand, the need for a connection with new generations became crucial to avoid becoming old fashioned. That’s why in the last year the brand saw the need to reposition its pasta pot line up. From a quality quick fix during young professionals' lunch time, to a better sidekick of Gen Z passion moments like gaming and streaming. The only thing is that would mean to compete in a fierce battle against fast food as their reign supreme among gamers.

We proved that a healthier snack can be as irresistible as junk food.

61M impressions

8.7M reach

5.7M stream viewers (70% new to the brand)

535K minutes watched

+10% traffic to Amazon store

+26% volume of retail sales

We leveraged a built-in feature on Twitch that turns whispering, slurping sounds, and interactions with our product into an opportunity to purchase it directly on Amazon.

We sent gaming streamers in Europe a proper kit with our product and a Spork to create the shopping experience. We tapped into an existing online trend relevant to our audience; you hear our product, you buy it. The synergy and integration between content and performance was key to make the campaign successful.