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

Knorr.jpgIn 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.

Knorr 2.jpgKnorr 3.jpg"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 -
Account Management: Fanny Yum
Chief Creative Officer: Cheelip Ong
Creative Director: Diana Tang
Group Head: Keith Wang
Senior Designer: Frank Ren
Copywriter: Sun Yanli
Copywriter: Joey Wu
Junior Copywriter: Daniel Lu
Unilever Business Director: Dixi Chern
Associate Account Director: Nora Lin
Senior Account Manager: Rechal Ye
Account Manager: Rox Wang
Planner: Anna Bao
Producer: Elsa Mo
Production Company: Godmother Productions
Director: Jiang Shan
Director of Photography: Xin Wei
Executive Producer: Scarlett Sun

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.