Knorr
Post production and sound design for a recipe video series, where the right audio makes cooking look as easy as it actually is.
- Client
- Knorr
- Sector
- Consumer brand
- What we did
- Post production, sound design and audio mix
- What it achieved
- A series of recipe videos at consistent audio quality, finished to broadcast specification
Food video audio that actually makes you hungry
You know a recipe video works when you can almost taste it. Knorr wanted to show how fast you can get a decent meal on the table, and honestly the sound had to sell that as much as the camera did. With thin audio post production the food looks flat. Get the sound design right and you can hear the pan.
Sound design as appetite stimulant
There's no talking in these videos. None. So the sound does everything, and a sizzle loop under the edit wasn't going to cut it. We built it up bit by bit: water into the pan, veg hitting hot oil, a spoon tapping the rim, the lid going back on. A lot of it we recorded in an actual kitchen. Why? Library sizzle always sounds like someone else's pan.
Recorded, not licensed
Sound design
Sizzling, pouring, chopping. Layer on layer, until it sounds like it's happening at your own stove.
Post production
Full audio post from the rough cut to delivery. Synced to picture, finished for online and broadcast, and the final mix and master done in house.
Audio mix
The food sounds up front. The mix follows the pace of the edit and stays out of its way.
How do you make a recipe video sound appetising?
By treating the cooking as the main instrument. In the Knorr series it's the boiling water, the veg hitting the pan and the scrape of a spoon that carry the video. The music sits low, so the food stays in front. And every video got the same treatment, from rough edit to delivery, for online and broadcast.
- Full audio post, from rough edit to delivery, synced to picture
- Foley-inspired kitchen sound: sizzling, pouring, chopping, built up layer by layer
- A clean, balanced mix with the food sound in front and the music bed underneath
- One consistent sound across every video in the series, finished to broadcast specification
Related: audio post production, what an ad music project delivers and audio delivery specs for TV, radio and online.
Why the sizzle mattered
If a recipe video sounds right, people watch it to the end. That's what we were going for here, from the first sizzle to the last plate.