Knorr Partners Content Creators to Promote Joyful and Confident Home Cooking
Knorr, a popular seasoning brand under Unilever Nigeria, has launched a new nationwide campaign aimed at rekindling the joy of home cooking through strategic partnerships with a diverse group of content creators. The initiative, tagged the Knorr Creator Gig, was unveiled at an exclusive event in Lagos, where the brand introduced its newly signed ambassadors.
The campaign brings together a blend of chefs, digital influencers, health professionals, and entertainers who will collaborate to make cooking feel more accessible, less intimidating, and ultimately more joyful for Nigerian households.
Some of the prominent personalities unveiled include Tobi Bakre, Chef T (Tolani Tayo-Osikoya) of Diary of a Kitchen Lover, Chef Fregz, Nancy Umeh, Dr. Robert, Taymesan, and Inidima Okojie, among others. These creators will roll out relatable content ranging from quick recipe tutorials to family-friendly cooking tips across multiple platforms.
Speaking at the event, Damilola Dania, Foods Demand Creation Lead at Unilever Nigeria Plc, said the brand’s goal is to be more than just a product on the shelf.
>“At Knorr, we believe cooking shouldn’t feel complicated or intimidating. That’s why we’re partnering with creators who reflect everyday experiences our kitchen co-wingmen and co-wingwomen to share real recipes, easy hacks, and true moments that help people cook with more joy and confidence.”
According to Dania, the campaign also aims to reshape perceptions around home cooking by showing that even simple, imperfect meals can be meaningful and delicious. The content will highlight Nigerian favorites like jollof rice, egusi soup, and other local dishes, celebrating the richness of local cuisine.
Knorr’s campaign is also a strategic move in response to shifting consumer habits, particularly among millennials and Gen Z, who rely heavily on social media and influencers for cooking inspiration. By tapping into this space, the brand hopes to build deeper connections with its audience and inspire more people to embrace home cooking.
The event featured live cooking demos, engaging discussions, and collaborative sessions between the creators and Knorr’s culinary team. The campaign is expected to run across various digital and offline platforms in the coming months.
