Knorr boosted Ad Recall by 52 percentage points with perfectly timed ads

For Fast-Moving Consumer Goods (FMCG) brands, authentically entering the gaming world is a major challenge. Gamers demand focus and immersion, making them notoriously resistant to advertising that feels intrusive or irrelevant. How can a food brand capture their attention at the right moment without breaking the flow of the game?

Knorr, in partnership with GroupM and inStreamly, answered this question with a campaign in the Romanian market that not only respected the gaming experience but enhanced it. By transforming their instant noodles into a timely “power-up,” Knorr achieved phenomenal Brand Lift Study results that stand among the most impressive in our portfolio, proving that even non-endemic brands can win big in gaming.

From Kitchen Pantry to Gaming Power-Up

The challenge for Knorr was clear: position Knorr Noodles as the ideal, quick, and satisfying meal for gamers. The brand needed to go beyond simply advertising a product; it had to embed itself into the gaming routine. The core insight was simple but powerful: during long gaming sessions, players often forget to eat, leading to a drop in energy and performance.

The objective was to connect Knorr Noodles directly to the gamer’s need for a quick energy boost. The campaign had to be more than an ad. It needed to be a contextually relevant solution, delivered precisely when the audience needed it most.

Dynamic Creative and Contextual Timing: A Recipe for Success

To achieve this, the campaign utilized a combination of two innovative inStreamly mechanisms, turning the “Noodle Boost” concept into a reality. Instead of a one-size-fits-all approach, the campaign dynamically adapted to each stream.

1. Streamtime Counter:

This technology tracked how long each streamer had been live. At key intervals (e.g., after 2 hours of continuous play), it triggered an automated, non-intrusive artwork reminding the streamer and their viewers that it might be time for an energy boost. This made the message feel less like an advertisement and more like a helpful, well-timed suggestion.

2. Dynamic Copy:

To make the connection to gaming even stronger, each of the three Knorr Noodle flavors was presented as a unique “power-up.” The artwork featured slogans that randomly rotated, associating each flavor with a specific in-game benefit, such as Cheese & Herbs +20 to endurance. This playful approach reframed the snack as a performance enhancer, speaking the language of gamers and making the brand feel native to their world.

This dual-mechanism approach ensured the campaign was always contextually relevant and visually fresh, capturing attention without causing disruption.

Record-Breaking Results: Knorr Wins Over the Gaming Community

The month-long campaign delivered phenomenal, measurable success, confirmed by a comprehensive Brand Lift Study conducted with 500 participants both before and after the campaign. The results speak for themselves:

• Ad Recall soared by 52 percentage points, jumping from 27% to an incredible 79% of viewers remembering Knorr ads.
• Top of Mind awareness skyrocketed by 45 percentage points (from 27% to 72%), making Knorr the first brand that came to mind when viewers thought of noodles.
• Brand Affinity saw a massive 42 percentage point increase (from 38% to 80%), with viewers agreeing that Knorr supports the gaming and streaming community.

Gamers don’t stop for ads but they do stop for flavour. With Knorr Noodles, we didn’t just serve a quick meal, we served a solution. By turning taste into a timely power-up, we entered the game in a way that felt natural, helpful, and delicious. This campaign proves that when you respect your audience and speak their language, they’ll not only remember you, they’ll come back for more.

Cristina Chirila, Senior Savoury Brand Manager

These exceptional results stem from an approach that valued the viewer’s experience. By appearing at the perfect moment with a relevant message, Knorr was perceived as adding value to the stream. The “power-up” creative was engaging and memorable, helping to build a genuine connection with the community.

More Than a Snack: A Blueprint for FMCG Brands in Gaming

The Knorr campaign serves as a powerful blueprint for how FMCG brands can succeed in the gaming space. It demonstrates that the key is not to interrupt the action, but to become a seamless part of it. By understanding and addressing a genuine need of the audience, a need for a quick and easy energy boost, Knorr transformed its noodles from a simple product into an essential tool for every gamer.

Through a smart combination of contextual technology and creative messaging, inStreamly helped Knorr to not just reach the gaming community, but to be truly welcomed by it.