Developing the recipe for authenticity

With no universally recognised definition of authenticity in culture – only subjective and inconsistent interpretation – we sought to ‘tame’ this highly complex topic, making the intangible tangible, and simplifying the concept into a globally relevant meme, that would pervade all elements of the Knorr business, eliminating the need for guesswork and eradicating inconsistency. 

Through a mix of cultural insight, expert interviews, and primary research ethnographic research across global markets, we provided a universal, company-approved definition of authenticity in food that has led to greater confidence, consistency and accuracy across all areas of decision making. We also delivered an “authenticity compass” to help assess all future brand and comms activity and won Unilever’s Most Transformational Insight award.