Knorr readies Bouillon Room event
By Derek Winkler
Unilever Canada is preparing a promotional event for its Knorr line of bouillon products. On Sept. 26, the brand will occupy an installation at Toronto venue Sounds Good. The installation, called “The Bouillon Room,” will offer food made with Knorr bouillon cubes by chef Eric Chong to the accompaniment of music from DJs Loud Luxury. Consumers can request free tickets at <http://www.knorr.ca/thebouillonroom>. The event will also be livestreamed on Instagram. The promotion also includes social media content, influencer activities, out-of-home advertising and recipes on the Knorr website. The promotion was developed by Edelman, with media work by PHD and online community management by U-Studio.
“Cooking and music go hand in hand to remix a routine practice into a more enjoyable experience,” said Maya Atallah, associate marketing director at Knorr Canada. “We've launched ‘The Bouillon Room’ to inspire Canadians to get back in the kitchen and cook delicious, nutritious and affordable meals. Knorr wants to demonstrate how the convenience of our bouillon cubes combined with the fusion of culinary creativity and great beats can remix mealtimes, bringing this everyday mundane task to a whole new level.”