Homemade food does not have to be complex or require great efforts, and it can be healthier and more emotionally satisfactory than fast food. It is the message that Knorr It has been communicating time, and what now affects an advertising campaign that embraces the tendency of the dupes, or affilible duplicates.

That is the “Menu for Unlimited Time” approach, a campaign designed by the Creative Agency Mullenlowe, with which the condiment brand defends that it is possible to cook fast food at home without depending on the availability in restaurantswhich sometimes include products in their menu in a limited way. For this, it has created, together with chef Joshua Weissman and the creator of gastronomic content Kevin Novarpar, a series of recipes that emulate usual dishes in the proposals of the large fast food brands.

Although Knorr does not directly allude to them, in the campaign a “Knorr -ito” is encouraged-probably a burrito of Taco Bell-, some Mac and Cheese or a “k-lrib” rib sandwich-which is intuited is the McDonald’s- “The irresistible fast food taste that you were losing, available in your kitchen for unlimited time”, Explains Knorr on his website.

To communicate it, Knorr has launched a spot In its YouTube channel entitled “No more Fomo”, in which the action with the aforementioned rib sandwich as the protagonist is briefly presented. “Only in your kitchen,” says creativity encouraging the viewer to hug home cooking.

The brand has also released another video in which Teach to prepare one of these recipes with the help of content creators. Both indicate step by step how to get the nickname “k-lrib” using the Knorr chicken broth.

The campaign has a website in which the ingredients and the steps to follow to prepare the dishes are indicated. It also integrates the catalogs of Walmart, Target, Amazon Fresh or Instacart to directly buy the products. In this same space it encourages customers to Share your own recipes cooked with Knorr products.

According to Little Black Book, the campaign will have a Multichannel media planning with activations distributed throughout the summer. “Unlimited time menu” will be present on Knorr’s social networks, in paid content and will have the participation of influencers. It will also communicate with an exterior advertising campaign in Chicago and Boston, cities with a great demand for fast food.

On the other hand, the brand has developed a data -based action and geolocation, to Insert your ads into the LYFT application. These will only be shown when the user requests a car to go to a fast food restaurant, in order to reconsider your decision.
Likewise, the brand will publish its recipes on the Roku Video Platform, along with QR codes that will directly redirect to the purchase cart associated with different campaign website.

With “Limited time menu”, Knoror gives continuity to his work to position himself as a faster and more reliable alternative than fast food. Last February the food brand has already launched the “Deliver Better” campaign, which resorted to the failures of delivery of delivery, contrasting each of these errors – broken shields, disassembled hamburgers, burritos waste – with homemade dishes made with their products.