The marketer, which is looking to expand its base of mature housewives to young mothers, has lined up TV spots and events to support the repackaging.
Designed by an in-house team, the top third of the bottle has been contoured in the shape of a heart. A heart-shaped image is also embossed on the upper part of the bottle.
Davie Mok, chief operating officer of Market Catalyst, which created the TV campaign, said: "Households are getting smaller, people are getting home later and there is less opportunity to cook at home."
The relaunch is supported by a television-led campaign, featuring the vocal talents of young Canto-pop singer Joey Yung. Mok said the agency had crafted the campaign as a music video. The spot shows a young mother accompanying her children to their activities - yoga with her daughter and music with her son. When she returns home, the mother proceeds to cook the night's meal with Knife oil.
"To further utilise the effectiveness of this music marketing strategy, Joey Yung's compact disc also contains the Knife cooking oil music video, which will also be plugged to radio and television stations as well as karaoke bars," said Mok.
Knife has lined up a series of events, store promotions and a competition, offering cash, diamond jewellery and a massage lounge chair as prizes.