Knorr

Yummy Yummy!

Most people around the world eat pasta; it’s an universal staple that goes with everything, meat, chicken, fish, cheese, you name it! For this Knorr campaign, alongside the agency's creative team, we identified a powerful insight that changed everything: pasta comes naked. (Hopefully, nobody censors us for saying that!).

When you open a pack of Knorr, they are just there, bare, just as the expert Pastaia brought them into the world. We saw a golden opportunity to personalise the pasta and give it the style it truly deserves. Think about it like clothing: we all have a unique style and wear something different every day, so why shouldn’t pasta? Who says a Bolognese or a Carbonara doesn’t have its own style, colour, and flair? With that playful idea in mind, we created the campaign concept: "Dress up your Knorr pasta" (Vestí tus pastas Knorr).

To represent this visually, the hero of our campaign imagery was a clothes hanger, where the pasta hung, waiting to be "worn" and bring flavor to the table every day. It’s a piece of art that explains the concept perfectly: we’re dressing up with Knorr’s flavour.

To bring it all together, we filmed a TV commercial that tells this story, showing that there’s no accounting for taste, and there’s a pasta style for everyone, whether with family, friends, or partners. This campaign definitely changed the way people view pasta preparation, turning the brand into a trend and an essential staple on every Argentine table.