THE CHALLENGE

Gamers don’t forget to eat they just don’t want to leave the game. In multiplayer sessions even a short break can mean losing progress, missing the next match or letting teammates down. As a result many default to snacks or skip meals entirely.

For Knorr this created both an opportunity and a challenge. Its mini-meal Pasta Pots offered a convenient, hot, flavourful solution for time-starved gamers but the brand lacked credibility within gaming culture where entrenched snacking habits and scepticism toward brands create high barriers to entry. Knorr needed to build cultural relevance among Polish gamers by proving its product could fit seamlessly into gameplay. The task was to prove convenience and flavour in a way that felt useful and authentic, driving participation, earned media beyond food and lifestyle and measurable interest in the Pasta Pot range.

THE STRATEGY

SnackSync PC targeted Polish gamers who play for extended periods and prioritise uninterrupted gameplay alongside PC-build communities who influence what is considered credible within gaming culture.

The approach was built around how these audiences engage with content. Rather than relying on brand channels the campaign used creators as the primary platform meeting gamers where they already watch, play and discuss ideas: TikTok and YouTube.

Creator-inventor James Bruton established technical credibility within PC-build and tech audiences while Polish gaming creators Kaluch, Dzik and ArQuel translated the innovation into real gameplay making it relevant and observable within familiar formats.

This creator-first platform-native approach ensured the idea felt authentic rather than imposed allowing audiences to engage and discuss it organically. By aligning audience behaviour, creator credibility, and platform choice the strategy delivered cultural relevance while driving participation and interest in the Pasta Pot range.

THE EXECUTION

SnackSync PC was delivered as a fully functional custom-built gaming rig engineered with creator-inventor James Bruton to prepare a Knorr Pasta Pot in sync with gameplay timing. The campaign rolled out in three phases. In the two-week tease period, Bruton shared engineering-led content across YouTube and social, explaining how the rig worked while Polish creators Kaluch, Dzik and ArQuel introduced the idea to gaming audiences. At launch a hero film unveiled the rig and demonstrated it during real gameplay. Creators then integrated it into live sessions publishing content across TikTok and YouTube. In total, 9 creator assets were delivered driving reach and engagement at scale. To convert interest into action Knorr partnered with retailer Żabka enabling Pasta Pot code redemption directly through social content.

THE OUTCOME

Snack Sync PC generated 12.7M social impressions, including 839K organic impressions, and 51,960 reactions with a 2.25% average organic engagement rate. The campaign earned 40 pieces of global coverage across gaming, tech and marketing media, generating an estimated 464M earned impressions.

All 10,000 Żabka codes were redeemed within two hours showing immediate demand. Brand impact was strong: purchase intent rose +13 points, recommendation rose +13 points, 80% said Knorr understands gamers and 83% said the campaign made Knorr stand out.