Knorr Dutch AVG April Fools' Creator Launch
Submitted by For You AgencyAgency IPI Score 18/100

Knorr Dutch AVG April Fools' Creator Launch

Influencer Marketing

For You Agency staged an April Fools' launch of a fake Knorr Dutch AVG with four creators, a stunt the agency reports drew 3.6M+ views.

3.6M+Views
30K+Likes
3.9K+Shares

About the campaign

Knorr launched a fake Dutch AVG with For You Agency and four creators ahead of April Fools' Day, and the campaign drew 3.6M+ views. Knorr World Foods covers cuisines from around the globe, yet the range still had no Dutch dish. The idea came after @thomaspanterpoes declared his love for the AVG of potatoes, meat and veggies and his comments section filled up.

The agency presented the Knorr Dutch AVG as an ironic World Foods addition holding only a pinch of Aromat and a stock cube. In the weeks before April 1, four creators each tried the new dish for their followers. Knorr added always-on content on its brand channel to keep the launch believable. On April Fools' Day, a video revealed that the product was never real.

The agency reports 3.6M+ views, 30K+ likes and 3.9K+ shares. Everyday consumers and major Dutch creators joined the debate around the dish. Some recognised the stunt at once, while others asked where they could buy the new dish.

Case in 60 seconds

Knorr World Foods celebrated cuisines from across the globe while leaving out the Netherlands, so the range had no Dutch dish to put in front of a home audience that debates its own comfort food openly.

Dutch audiences hold strong feelings about the AVG of potatoes, meat and veggies, because one creator declaring his love for the dish set off a comments section full of people craving the same plate.

Knorr Dutch AVG arrived as an ironic addition to the World Foods range, a pack holding nothing more than a pinch of Aromat and a stock cube, because a true AVG needs very little fuss.

In the weeks before April 1, four creators each tried the new dish for their followers while Knorr ran always-on content on its brand channel, and an April Fools' Day video then revealed the joke.

For You Agency reports 3.6M+ views, 30K+ likes and 3.9K+ shares, with everyday consumers and major Dutch creators joining a debate in which some spotted the stunt and others wanted the dish.

Strategy Breakdown

Dutch consumers who care about the AVG, the national comfort meal of potatoes, meat and veggies.
The AVG is a plain everyday meal that still splits Dutch opinion, so a mock launch gave people a reason to argue for or against it in public.
A global World Foods range had no Dutch entry, which left Knorr without a local dish to offer the Netherlands.
Knorr played the launch straight, amplifying it with always-on content on its own channel so the product stayed believable until the April Fools' Day reveal.

Creative & Execution System

Partners

  • For You Agency

Participation mechanic

  • Followers of the four creators joined the hype and debated whether the Knorr Dutch AVG was real, with some recognising the stunt and others asking to get the new dish.

Results & Evidence

MetricValue
Views3.6M+ views
Likes30K+ likes
Shares3.9K+ shares

Why For You Agency's strategy worked

  1. 1

    A brand can enter a food debate that is already running online when it answers that debate quickly, because the audience has already shown which dish it cares about and why.

  2. 2

    A fake product gains belief when creators handle it before any reveal, since followers react to a familiar person trying the dish rather than to a brand announcing a launch.

  3. 3

    Product irony holds up when the joke rests on a real cultural trait, so a pack of Aromat and a stock cube becomes a comment on how little fuss the AVG needs.

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