Broken burgers, unarmed burritos or pizzas with the detached ingredients are some of the usual failures that can be observed when requested food at home. They are errors avoidable under the point of view of Knorr, That in their new campaign it encourages consumers to cook at home, claiming that doing so can also be easy and fast.
By the hand of the creative agency Mullenlowe and under the concept “Better Deliver”, The brand argues that it is possible to obtain easy and delicious meals at home without resorting to home delivery. With images of usual failures in Delivery, such as those mentioned, Knorr highlights some of its products, such as its powdered dressings or its guiding condiments (Knorr Rice and Pasta Sides and Knorr Bouillon).
The brand is inviting consumers to enter their own kitchens to enjoy homemade foods, and for this it has created a series of brief audiovisual pieces for social networks in which Contribe a delivery failure with a homemade plate Made with your products.
The action is accompanied by a specific website for the initiative that collect a series of recipes, most of which do not imply a elaboration time greater than 30 minutes. For example, share the steps and keys for cooking chop chops with pepper and lemon, instead of a warm chicken and disarmed sandwich.
Also, with the intention of facilitating a homemade and simple meal to consumers, Knorr is raffling gift cards for feed products worth $ 50, An initiative that also responds to the will to accompany users at a time when basic products, such as eggs, are reaching record prices in the United States.
To do this, according to Knorr in a statement, the interested parties must follow the brand profiles in Tiktok or Instagram And comment in the publications of any of the influencers in which Knorr has trusted for this initiative -zach Jelks, Lafontaine Oliver, Kate Norkeliunas, Jackie and Megan Homme-, sharing a story of failure in the delivery of fast food.
“We have all gone through that: we have long -awaited a fast food request that does not meet expectations before it reaches our handS, “said Gina Kiroff, Marketing director of Knorr North America, in the statement.”Knorr believes to convert those moments of disappointment into opportunities for creativity. Either a hamburger that is falling apart or a taco that lacks the key ingredients, we are showing people how easy it is to recreate these foods at home, without the discomfort of delivery“
According to the brand, referring to data from 2023 of the Circuit platform, nine out of ten people have experienced a problem with food deliveryand 35% of consumers expect SUS orders arrive in 30 minutes. Despite the speed of fast food services, quality often does not meet expectations.
The campaign follows the steps of “One-Star Cookbook”, the initiative designed by the agency ‿ and us for Deliveroo In United Arab Emirates. The campaign created a special recipe book inspired by real reviews about deliveries of home orders made by the competition and qualified with a star.
