the speed of culture
TikTok is the birthplace of today’s food culture: viral recipes, culinary hacks, and endless debates over what’s good (or not). When Thomas’ ode to the AVG collected over a million views and thousands of comments, we spotted a cultural opening. Because while Knorr World Foods celebrate cuisines from all over the globe, one country was still missing: the Netherlands.
So, we made it happen. With a twist. The Knorr Dutch AVG was born as an ironic addition to the World Foods range, containing nothing more than a pinch of Aromat and a stock cube. Because every true Dutchie knows: an AVG doesn’t need much fuss.
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APRIL FOOLS
In the weeks leading up to April 1, we teamed up with four creators who each got to 'try' the new dish. Their followers joined the hype, and Knorr amplified the story with always-on content on their brand channel, making the product launch as believable as possible.
The campaign quickly became the talk of the day. From everyday consumers to major Dutch creators, everyone joined the debate. Some instantly recognized the stunt, others couldn’t wait to get their hands on the 'new' dish. But one thing was clear: the AVG doesn’t leave a Dutchie indifferent. On April Fools’ Day, we dropped the video that revealed the joke: the Dutch AVG was never real. Even though it turned out to be a joke, it had sparked a national conversation. We didn’t just introduce a new dish, we celebrated Dutch food culture with a wink, proving that the AVG isn’t just a recipe. It’s a lifestyle.
What's in it for the marketer?
This campaign proves the value of moving at the speed of culture. By spotting a viral conversation in real time and jumping on it with the right mix of humor and credibility, Knorr didn’t just join the AVG debate, it owned it.
For marketers, the takeaway is clear: move where culture moves. Because the fastest way to relevance is about showing up at exactly the right time, in exactly the right way.
Want your brand to be part of the conversation? Let’s make sure you never miss your cultural moment.
