How a brand with flavour at its core helped people affected by Olfactory Dysfunction restore flavour in the everyday

As the world gradually recovered from COVID-19, a lesser-talked-about consequence of the virus remained unaddressed – Olfactory Dysfunction (OD), which refers to the loss or impairment of one’s senses of smell and taste.

To tackle this long-COVID problem, Knorr drew inspiration from its products and put food at the heart of one’s recovery by designing an Olfactory Retraining kit to rekindle blocked smell and taste receptors.

Awards
Cannes Lions | Shortlist (Health & Wellness)
One Show | Shortlist (Health & Wellness)
MAD STARS | Crystal (Healthcare)
Creative Circle Awards | Bronze (Direct)
Creative Circle Awards | Bronze (Direct for Good)

Case Video

Working with Knorr’s R&D team, we identified a spectrum of scents found across Knorr products suited for Olfactory Retraining.

Together with a senior perfumer, we bottled these base scents as essential oils. These were packaged with Knorr soups, making the brand vital to their recovery.

A recovery guide was also placed within specially-designed Taste Therapy Kits and distributed free-of-charge to sufferers through partner clinics and specialists.