MANILA, PHILIPPINES – In a witty celebration of World Emoji Day, Knorr Philippines has breathed new life into one of the most overlooked emojis, the yellow cube 🟨 – reimagining it as a digital emblem of flavor and home cooking. Dubbed the Knorr Cube Emoji, the campaign turned an internet wallflower into a vibrant symbol of culinary delight, resonating with Filipino audiences both online and in the kitchen.
In the days leading up to World Emoji Day, the yellow cube began mysteriously appearing in the comment sections of Filipino foodie influencers. There were just a string of 🟨 emojis.
This cryptic online appearance sparked speculation. Was it a glitch? A prank? Or perhaps the handiwork of an overzealous intern? On July 17, the reveal came: the yellow cube emoji had been rebranded as the Knorr Cube Emoji, a cheeky nod to the iconic flavor booster beloved in Filipino households.
The campaign went beyond simply claiming an emoji. Knorr introduced Knorr Emoji Recipes – a series of emoji-based formulas for classic Filipino dishes. For example: 🐖🍅🌶️🟨💧🔥 = Sinigang na Baboy (Pork Tamarind Stew) and 🐔🧄🟨🍶🔥 = Chicken Adobo.
Key opinion leaders and food creators quickly embraced the format, producing their own Knorr Emoji Recipes and sharing them with followers. By reducing traditional recipes into concise, visual sequences, Knorr created a fresh and shareable way to communicate cooking – one that was instantly native to the internet, yet unmistakably Knorr.
“This wasn’t just a clever play on internet culture,” said Mark Matibag, Knorr Cooking Aids Brand Manager, Foods Philippines. “It was a reminder of just how iconic the Knorr Cube really is. Its image is so deeply rooted in the Filipino cooking experience that even one of the most unused emojis could easily and cleverly carry its meaning.”
The campaign underscores Knorr’s ability to stay culturally relevant while honoring its heritage. By aligning itself with the yellow cube emoji, Knorr didn’t just find a visual twin – it translated a decades-old kitchen staple into a modern, digital-first language that today’s home cooks intuitively understand.
