Edelman has developed a new integrated brand campaign for Knorr that celebrates the role food plays in bringing Irish families and friends together around the dinner table.
The campaign, “Keep Them Coming Back for Knorr”, marks a new creative direction for the Unilever-owned brand in Ireland, shifting the focus from traditional product-led advertising towards the role flavour plays in creating shared experiences around food.
Developed by Edelman in Dublin, which handled the strategy, creative platform and above-the-line campaign, the new work is running across out-of-home and digital channels, with additional creator-led content rolling out throughout October and November.
The campaign is built around the insight that, while the kitchen table has traditionally been a focal point for Irish families, the pressures of modern life mean that dinner can often become another task to complete.
Against this backdrop, the creative focuses on the conversations, laughter and family stories that take place around the dinner table, positioning Knorr as a brand that helps transform everyday meals into occasions people look forward to sharing.
The campaign uses food-led visuals featuring familiar dishes, alongside Knorr branding and the campaign line, *Keep Them Coming Back for Knorr*. The creative has been developed for out-of-home, digital and retail channels.
The campaign also includes a partnership with broadcaster and content creator Doireann Garrihy and her mother Clare, who feature in a four-part social content series exploring family recipes, cooking traditions and the memories associated with favourite meals.
The series will see the pair recreate familiar dishes and explore how traditional recipes can be adapted for a new generation. A wider group of Irish food and lifestyle creators will also develop content aimed at younger households.
According to Aoife McCarthy, senior brand manager at Unilever, the campaign aims to build on Knorr’s longstanding relationship with Irish consumers while making the brand relevant to a new generation.
“Knorr has been part of Irish family kitchens for generations, and we wanted to build on that connection in a way that feels relevant to how people live and cook today,” she said.
“We know that dinner isn’t always the picture-perfect family occasion. Life is busy, people are juggling a lot, and sometimes getting everyone around the table can feel like an achievement in itself. But those everyday moments still matter.
“Keep Them Coming Back for Knorr celebrates the role great flavour can play in making those meals something people genuinely look forward to, while inspiring a new generation to see how Knorr can fit into their everyday cooking.”
Jennifer Hyland, executive director at Edelman, said the agency wanted to develop a creative platform that would extend beyond the functional benefits of the brand.
“We started with the idea that dinner has always been about more than what’s on the plate. In Irish homes, it’s where the day’s stories are shared, where the slagging starts and where some of the best family memories are made,” she said.
“The opportunity was to take a brand that generations of Irish households already know and love and give it a fresh, contemporary role in their lives. Rather than simply showing how Knorr makes food taste better, we wanted to show what better flavour makes possible around the dinner table.”
Hyland added that the campaign was designed to work across a range of consumer touchpoints.
“That’s what Keep Them Coming Back for Knorr is all about. A simple, recognisable idea that can live across everything from a billboard to a family kitchen, with plenty of opportunities to keep building on it.”
The campaign will continue throughout October and November, supported by further creator collaborations and social content.
