Knorr Professional
Knorr Professional reignited brand preference with “Best in the Business” – a multi-channel campaign fronted by Tom Kerridge that inspired chefs, defended share and revived foodservice loyalty.
In a market where bouillons were becoming commoditised, Knorr Professional faced eroding share and operator loyalty. Omne created a bold repositioning campaign: “Best in the Business” – fronted by Michelin-starred chef Tom Kerridge as Creative Director. The strategy aimed to reassert Knorr Professional’s leadership in quality, flavour, and chef relevance. At its heart was “The Base” – a digital content hub featuring recipe videos, training tips and inspirational content tailored for chefs and operators. With omnichannel activation across paid, organic, PR and trade media, the campaign reminded chefs why Knorr remains the trusted partner for real back-of-house value. It sparked reappraisal, built digital engagement, and gave the brand a new reason to command loyalty in high-pressure kitchens.
Paid Trade Media
Paid Social Media
Organic Social Media
Design & Artwork
Campaign Development
Digital Activation
Content Creation
Strategy
End-to-end Digital Ecosystem
This was Knorr Professional’s biggest bouillons campaign in over a decade – and it hit the mark. “Best in the Business” succeeded in shifting operator attitudes at a time when value scrutiny was at its peak. By pairing chef credibility with practical content, the campaign moved Knorr beyond brand awareness into brand utility. Engagement with “The Base” platform demonstrated strong interest, and the integrated media mix delivered reach, recall and relevance. For internal stakeholders, it also became a model of digital transformation in B2B foodservice marketing – built on CRM integration (Marketo), gated content and lead nurturing tools. With new sampling pipelines, re-energised sales conversations, and reasserted brand authority, the campaign defended Knorr’s market-leading status.
Total impressions
(+22% target)
Clicks
(+100% target)
Opportunities to see
(+40% target)
