Still a cult: Knorrli turns 70

Happy Birthday! One of the most famous Swiss characters celebrates his 70th birthday in 2018. We're talking about Knorrli, the funny little red man with the soup plate face and the fluttering pointed hat. Since 1948, he has been helping to bring the whole family together at the dinner table. This is because the mascot, originally designed for Knorr oatmeal, quickly became the nation's favorite and to this day stands as a symbol of Swiss tradition and quality. Knorrli is and remains a cult figure!

He designed the Knorrli figure as a friendly gnome who gives people a helping hand, said Ticino graphic artist Hans Tomamichel (1899-1984), who is regarded as the figure's graphic creator. The little goblin first appeared - in reference to the English word porridge - as "Knorritsch-Maa" on Knorr's oatmeal packs, which were also accompanied by small figures as toys for children. Renamed Knorrli, he was soon laughing from Knorr soup packs and advertising material. The fact that people took Knorrli to their hearts so quickly was entirely in keeping with the wishes of Johann Conrad Weilemann, who was in charge of Knorr at the time. The marketing man was looking for a way to make the "knotty" company name more likeable. Thanks to the typically Swiss diminutive form, Knorrli fulfilled this task with flying colors - warmth and sympathy were transferred to the brand and the company.

Probably the most famous Swiss

Almost everyone in this country knows Knorrli: with a brand recognition level of 93 percent, Knorrli is still one of the most famous Swiss advertising figures today. In the 1960s, Knorr's advertising strategy changed and the dwarf disappeared from the scene for a while. But he returned to Swiss households as early as 1975. Under the slogan "Take quality, take Knorrli with you," he once again made his presence felt on packages and in advertising.

A cult figure for the whole family

Today, Knorrli is both a symbol and an ambassador for Swiss quality. This is because "Knorrli - the Original" distinguishes Knorr products that are made exclusively in Switzerland. These include the "Naturally Fine!" products launched in 2015, which are made from 100% natural ingredients and contain no additives or artificial ingredients whatsoever. Looking back, Knorrli has always cheerfully defied all fashion trends and for 70 years has ensured that the whole family comes together at the dinner table. For many Swiss households, Knorrli is part of the family and its products are an integral part of their daily diet.

The whole of Switzerland celebrates

But even at 70 years of age, Knorrli is not the least bit tired and lets himself be celebrated by the whole of Switzerland! Anyone who wants to wish Knorrli a happy birthday can do so via the social media channels and send Knorrli a digital birthday greeting under the hashtags #knorrli70, #happybirthdayknorrli and #celebrateknorrli. But Knorrli is also happy about postcards. Please send them to: Knorrli, Jenatschstrasse 5, 8002 Zurich. The best birthday wishes will be published on the Website published