This Thanksgiving, Knorr features photos of people's "A for Effort" home cooking - flaws and all - in its newest campaign to recognize its the effort in cooking that matters
ENGLEWOOD CLIFFS, N.J., Nov. 14, 2024 /PRNewswire/ -- On #FoodTok, people are unapologetically sharing their cooking fails to instead celebrate their hard work put into cooking for others. In fact, 87% of Zillennials aren't afraid to admit that they've had more than one cooking fail during a special occasion*.
As the brand that champions home cooking and with 86% of Zillennials saying effort matters just as much as the outcome*, Knorr was inspired to ditch the picture-perfect food photography in their seasonal holiday marketing campaign: #EffortisEverything.
Knorr digital out-of-home ads celebrate meals made with all the right intentions this Thanksgiving, because Knorr believes that whether imperfect or perfect, all efforts in the kitchen should be celebrated.
Matt Welsh, from California, attempted to cook the turkey on the grill for a fun, new way to prepare Thanksgiving dinner, but his bird ended up a little more charred than he bargained for. We’re honoring the effort he put into making the Turkey by placing it on our packaging because #EffortIsEverything.
Anita Binder’s burnt green bean casserole, with its imperfections, shows the effort she put into cooking for her in-laws around the holidays. Because #EffortIsEverything, we’re celebrating Anita and her effort by putting her image on our packaging.
Roger Smith from Georgia was multitasking while cooking and forgot to add the egg to his cornbread recipe... making a crumbly, hard, cookie-like finish out of his Cornbread Dressing. So, we’re applauding Roger’s efforts and using his image on our packaging because #EffortIsEverything.
The brand selected Matt, Anita and Roger and their everyday cooking attempts to capture the essence of the campaign and will feature images of their cooking fails on the brand's social media channels and a digital-out-of-home ad in New York City:
Matt Welsh, from California, attempted to cook the turkey on the grill for a fun, new way to prepare Thanksgiving dinner, but his bird ended up a little more charred than he bargained for.
Anita Binder's burnt green bean casserole, with its imperfections, shows the effort she put into cooking for her in-laws around the holidays.
Roger Smith from Georgia was multitasking while cooking and forgot to add the egg to his cornbread recipe... making a crumbly, hard, cookie-like finish out of his Cornbread Dressing.
"It is Knorr's goal to make home cooking delicious, nutritious, and accessible so people can build more kitchen confidence – especially during the holidays, which is when we're all susceptible to have more food fails in the kitchen," said Gina Kiroff, Chief Marketing Officer, Knorr North America. "We believe that whether imperfect or perfect, all efforts in the kitchen should be celebrated – which is what our 'Effort is Everything' campaign is all about."
73% of Zillennials feel better seeing other cooking blunders* which is why images of these cooking fails are used as the heart of the holiday marketing campaign. In addition to social, the #EffortIsEverything campaign will also appear on TikTok and Pinterest, where fans are often searching for recipe inspiration.
To further spotlight fans' holiday cooking photography, Knorr is releasing limited-edition packaging featuring these photos, which will only be available in the brand's Kitchen Confidence Kits. Starting on November 15, people can head to Knorr on Instagram to enter for a chance to win their own Kitchen Confidence Kit before the holiday cooking commences**. The Kitchen Confidence Kit is filled with kitchen tools, cooking tips, Knorr recipes and highlights real people's cooking fails.
Fans can also post their own meal on social media and tag @Knorr with the hashtag #EffortisEverything.
Knorr is here to help everyone keep cooking and boost kitchen confidence by offering easy, quick, and flavorful recipes this Thanksgiving. For more information on Knorr #EffortIsEverything, visit Knorr.com/EffortIsEverything.
*The survey was conducted by independent research firm, Edelman Data & Intelligence, among n=1,000 Zillennials (aged 18-35) living in the US who cook for themselves/others on an at least weekly basis. The survey was 10 minutes in length and conducted online between October 25 to October 28, 2024, with a margin of error of +/- 3.1%.
** NO PURCHASE NECESSARY. Void where prohibited. The Knorr Thanksgiving Kitchen Confidence Kit Giveaway is sponsored by Conopco, Inc., d/b/a Unilever. Open to legal residents of the 50 U.S. & D.C., 18+. Begins once the sweepstakes post on Instagram goes live on 11/15/24 & ends 11:59 p.m. ET on 11/22/24. For official rules, visit https://www.knorr.com/us/en/terms-and-conditions/thanksgiving-kitchen-confidence-kit-giveaway.html
About Knorr Knorr believes that wholesome, nutritious food should be accessible and affordable to all. That's not a reality for everyone in today's America. That's why we're on a journey to ensure all Americans can create healthy meals they feel good about. Whether it's creating high-quality products, offering simple chef-developed recipes, or supporting organizations and initiatives that provide access to healthy foods, Knorr remains committed to its long history of making good food available to everyone.
The business was formed in 1838, when founder Carl Heinrich Knorr pioneered experiments in drying seasonings and vegetables to preserve their flavor and nutritional value. Since then, Knorr® has become an international brand offering a wide range of bouillons, soups, seasonings, sauces, soupy snacks, dressings, and frozen and ready-made meals.
About Unilever in North America Unilever is one of the world's leading suppliers of Beauty & Wellbeing, Personal Care, Home Care, Nutrition and Ice Cream products, with sales in over 190 countries and products used by 3.4 billion people every day. We have 127,000 employees and generated sales of €59.6 billion in 2023.
Our leading brands in North America include Dove, Hellmann's, Vaseline, Degree, Axe, TRESemmé, Knorr, Magnum, Ben & Jerry's, Nutrafol, Liquid I.V., Paula's Choice, and Dermalogica.
For more information on Unilever U.S. and its brands visit: www.unileverusa.com.
For more information on Unilever Canada and its brands visit: www.unilever.ca.
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