Knorr jumps into bed with Ann Summers for ‘Knorrplay’

Unilever stock brand Knorr is aiming to spice things up by jumping into bed with multi-channel adult retailer Ann Summers ahead of Valentine’s Day, with the launch of a limited-edition stock pot ‘Knorrplay’.

The brand is available for free for a limited time only, although those looking for “secret ingredients” could be left disappointed as the only “aphrodisiac” it contains the advice to “cook together”

The initiative has been driven by new research by Knorr which shows that, with over half of Brits (52%) expected to mark Valentine’s Day, dining in is the most common way to celebrate, as over a fifth of UK adults (23%) prefer to have a meal at home with their partner.

It also plays to the long held belief is that the way to the heart is through the stomach, with the research showing that 32% of adults enjoy cooking together due to the intimacy it creates.

Knorr has even signed up maître d’hôtel Fred Sirieix, the host of Channel 4’s First Dates, to front the campaign.

Couples across the nation can get their hands on a free limited-edition Knorrplay stock pot by visiting Ann Summers London Marble Arch store from 10am on February 7 and within UK mail orders, while stock lasts.

Last year, Knorr launched the bizarre ‘#ModTheVeg’ campaign, targeting a younger audience following its own research which revealed just how much vegetables are lagging in the virtual world.

Devised by a host of agencies, including MullenLowe and The Invaders, Weber Shandwick and Mindshare, Knorr called on the gaming community worldwide to sign a petition to show their support for giving veg a boost in the virtual world and bring a new balance to gaming sustenance.

Knorr sealed partnerships with the so-called “modding community” to create veg-powered mods for gaming juggernauts Fortnite, Minecraft, Skyrim and GTA V.

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