MullenLowe Group China + Knorr remind people that great taste is a universal love language

In cooperation with MullenLowe Group China, Unilever’s Knorr has launched a new CNY campaign to showcase the love through cooking for your family. Chinese consumers traditionally buy their parents gifts to show appreciation and respect during Lunar New Year, but for many in this reserved culture, they have trouble expressing their real love and gratitude to their mom and dad.

VIEW THE SPOT (in Chinese)

To resolve this, MullenLowe Group China created a commercial for Knorr, under the new brand campaign slogan of, “Great Taste is a Universal Love Language” reminding Chinese

consumers that the best gift in life is spending time together with family and loved ones.

“The campaign aims to strengthen the bonding between the brand and its customers through conveying an emotionally powerful message from a heartwarming TVC in China during this special family season,” said Joyce Zhou, Marketing Director of Unilever China.

“For many Chinese, family reunion is the most important aspect during Chinese New Year. It is a time for coming together and strengthening relationships with loved ones. But in the Chinese world, love towards parents is deep and rich, yet restrained. Adults express their love by visiting their parents or buying them gifts, but few will express real love. This Chinese New

Year, we together with Knorr, decided to go in search for a new meaning of family, presented through a warm story of a reunion. Actually, connecting consumers to what matters most has always been at the centre of what we do at MullenLowe Group,” added Richard Tan, CEO of MullenLowe Group China.

Credits –

Executive Producer: Scarlett Sun