Knorr
The UK food brand became the first to test Creator Trend Engine, proving that owning the conversation beats chasing it.
Goal
Your next meal? Pinterest has ideas you’ll crave. Pinterest is where people actually plan what they'll cook—tonight, this weekend, for their next dinner party.
Knorr knew this, and they had a specific challenge: make their Top Dish recipes stand out and drive genuine brand engagement. The Stock Pot brand's Top Dishes are featured recipes built around their products. So they came to Pinterest with a sharp strategy. Instead of following trends — they would own them. Making their recipes the inspiration, rather than just another option.
Strategy
Here's where Knorr got smart, they became the first UK brand to activate Creator Trend Engine, making their content stand out. They created the food moments everyone wanted to try.
They timed things well. First, they grabbed attention with a total spotlight takeover and editorial sponsorship, creating billboard-level visibility for people already shopping for dinner ideas. Then they handed the mic to Pinterest creators who knew how to make Knorr's Top Dishes feel like genuine discoveries rather than ads.
Knorr transformed everyday recipe inspiration into memorable moments, meeting people where their curiosity sparked. By tapping into Pinterest Predicts trend “Melty Mashup, and targeting diverse, real-life occasions such as 'cosy date nights', 'comforting slow cooker recipes' and more - Knorr didn’t just wait for trends to unfold, they created meaningful connections and made those moments truly special.
"
When we were tasked with showcasing the versatility of Knorr through the Top Dish recipes, we knew Pinterest would be an ideal partner as this is a space where users are actively seeking inspiration, ideas, and solutions. We harnessed Pinterest’s varied and dynamic product portfolio alongside creator content to solidify Knorr as the go-to brand for culinary inspiration and capitalised on their keyword capabilities to drive optimal relevance. This is a space where trends are created, and we really took advantage of this with the utilisation of a valuable Pinterest Trends Badge to showcase Knorr as a brand with their finger on the pulse. Leaning into trends also allowed us to act on user-driven data and demonstrate the strength of Knorr in a variety of occasions and moments, from quick dinner inspiration to date night and so much more! Through our activation we were not only able to drive impressive media metrics, but tangible sales results too, illustrating a genuine impact on consumer behaviour."
Evie Clifton
Paid Social Business Director, Mindshare
Results
The campaign delivered across every metric that mattered. Brand awareness jumped 5.2 points, purchase intent climbed 2.6 points — the cherry on top was the business impact: Knorr drove a 3.64% sales lift and 4.07% customer growth, generating in incremental revenue.1,2
When you tap into cultural moments, you stand out - and so can your results. Give people something original to talk about, and watch them go from curious to customer.
3.64%
Sales lift from the campaign2
4.07%
Customer growth driven by trend-focused strategy2
+5.2 pts
Pin awareness increase during Q4 20241
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