How Knorr Engaged The Gen Z Working Class on TikTok With Its #RaiseACup Campaign

Knorr is leveraging TikTok for its campaign, aimed at working professionals among older millennials and Gen Z.

Through its #RaiseACup campaign, it recognizes the Cups lineup with iconic workplace sitcom stars such as Kate Flannery and others. Fans are encouraged to celebrate small time-saving wins throughout the workday by the stars. They encourage them to share their own ‘workday wins,’ such as a meeting ending early or an agenda being shortened, so they have time for lunch.

Launched on TikTok from March 26 onwards, the Knorr Raise a Cup campaign will feature talent partners sharing their own video content. Additionally, Knorr will collaborate with various workplace humor TikTok influencers, showcasing how they celebrate their time-saving wins in the workday.

Using TikTok as one of the most popular social media apps in the United States, Elena Tash, Senior Brand Manager, Masterbrand Marketing at Knorr NA, chose this platform because it is a natural choice to deliver the campaign messages in an engaging, enjoyable, and effective way. Knorr Rice and Pasta Cups are convenient lunchtime solutions that are both quick to prepare and nutritious, without compromising on taste, since many young professionals prefer snacks to full meals during the workday.

“We hope that this campaign will help busy young professionals realize that they don’t have to sacrifice when it comes to workday lunches,” said Tash, who noted that the brand is monitoring the news about a potential TikTok ban, which did not affect the campaign’s development. “As a brand committed to developing earned and social-first marketing strategies, TikTok is an essential part of the #RaiseACup campaign. We are closely monitoring the platform and any legislative updates and its effects.”

Over 1,000 views have been generated by Kate Flannery’s #RaiseACup video, over 500 views have been generated by Melora Hardin’s video, and more than 400 views have been generated by David Koechner. 

As previously reported by AdBuzzDaily, brands like Visibile Wireless, Jack in the Box, and Red Robin leveraged TikTok for multiple campaigns as their audience spends more of their time on the platform now more than ever. For Knorr’s campaign, several corporate humor influencers on TikTok are responding to celebrity videos on this platform. By responding to the celebrity videos, they hope to inspire their followers with their own work-day time-saving tips. 

A report from ezCater last year revealed that professionals in the U.S. are 40 percent more likely to say they never stop for lunch than they were just a year prior. This really stood out to Tash when this campaign was in the ideation stages.

“We aim to ensure that every campaign launched by Knorr is rooted in consumer insights and is amplified by pop-culture centric, trending creative that ultimately connects and resonates with our fans,” said Tash. “Knorr values older Millennials and Gen Z as some of its main target consumers. Many members of these generational groups grew up with Knorr in their households. Now that many are living on their own and perhaps have their own families, we want to ensure they continue to see Knorr as a delicious, nutritious and convenient mealtime solution in their own households.”