Knorr’s new campaign encourages Canadians to see that cooking at home doesn’t have to be a necessary task, but rather a fun, delicious, nutritious, and affordable experience.

The “Remixed Mealtimes” campaign highlights Knorr cubes and music as a way to transform mealtime into an enjoyable experience. The work is an extension of the “Taste Combos” campaign launched last year with celebrity chef Matty Matheson. It also builds on a U.S. campaign launched earlier this summer, with rapper and actor Ludacris.

This year’s campaign includes a collaboration with DJ duo Loud Luxury and chef Eric Chong and a one-night music experience called “The Bouillon Room” in Toronto. Guests at the event will be able to watch Loud Luxury’s live set while chef Eric Chong prepares dishes using Knorr products. The activation will also include a visual broadcast on Instagram Live to reach Canadians not at the event.

“With this campaign, we hope to inspire Canadians to choose cooking meals at home by demonstrating how Knorr can add convenience and versatility to dishes in a delicious, nutritious, and fun way,” Maya Atallah, associate marketing director for Knorr Canada, tells strategy.

The activation aims to appeal to a younger audience through pop culture while also drawing inspiration from the Boiler Room concept, a live-streamed series of events where people dance to music played by a DJ in an old boiler room.

Atallah says the pace of change in the industry has never been faster, which challenges Knorr to keep up with cultural trends.

The brand’s target audiences are millennials and Gen Z, as well as people more likely to choose takeout over cooking at home. Atallah says it’s important for the team to reach this audience because many of them are looking for affordable food options, even if they are not always the most nutritious.

“Our goal is to showcase Knorr bouillon cubes’ convenience as a flavour hack,” she adds. 

The “Bouillon Room” event and live broadcast are supported by social, influencer marketing, OOH and a recipe hub on the Knorr website. Edelman is in charge of creative, influencers, digital media and public relations. PHD is handling paid media, while U-Studio leads community management of the brand’s owned channels.