Knorr Congee and YDM Thailand’s new campaign turns casual scrolling into a flavorful experience by hijacking Thailand’s Reels

YDM Thailand has created a new campaign for Knorr Congee, titled “Reels It With Knorr Congee,” that takes over Thailand’s Meta Reels moments and redefines how Thais enjoy this beloved dish. By transforming Knorr Congee from a breakfast staple into an all-day companion, the campaign brings flavorful fun to every scrolling session.

You know the feeling: scrolling through endless Meta Reels, savoring the fun of short, snackable clips. Now, Knorr Congee makes that experience even better. With a creative use of Reels’ looping format, the ads cleverly “hijack” the moment by reversing your scrolling back to the beginning and delivering a playful call to action: “It’s tastier to start your Reels with Knorr.”

YDM Thailand taps into the universal habit of scrolling while eating, seamlessly integrating Knorr Congee into everyday Thai lifestyles. Whether it’s a quick lunch, an afternoon snack, or a midnight indulgence, Knorr Congee proves it’s always the right choice. The campaign hooks viewers with playful visuals that show how effortlessly this comforting dish fits into their scrolling moments, making it impossible to ignore.

By owning Thailand’s Reels moments, Knorr Congee evolves from a morning ritual to an all-day favorite. It’s no longer just about starting your day with Knorr Congee; it’s about making it your go-to sidekick for every craving, any time, anywhere.

How It Works:
1. Once viewers see the ad.
2. The ad seamlessly loops, replaying the content the viewer has just watched, bringing them back to the start of the Reel.
3. The ad ends with the ready-to-eat Knorr Congee and the message: “It’s tastier to Reel it with Knorr Congee.”

Impressive Results:
• 1.7M views in the first week after launch.
• +330% increase in attribute rating compared to the APAC average (as of Sep 18).
• 0.3-point boost in positive feedback on message recall (as of Sep 20).