Knorr to Put Recipe Contest Finalists in Marketing Blitz
Knorr has a long history with the Latina community with more than half of Hispanics using Knorr products in their kitchens. Recipes using the products and handed down from generation to generation are now the focus of a new integrated campaign that includes a contest that for the first time will feature winning recipes on Knorr labels.
The campaign, Recetas Arrozisimas, includes Spanish and English national and local TV spots, local radio and print, public relations, online activations, social media, P-O-P and in-store events at more than 300 retail locations.
Under the contest, consumers can submit their favorite recipes at http://www.KnorrSabor.com, by mail or in person at retail through May 9. The recipe must be original and include the use of Knorr Bouillon in a rice dish. The dishes will be judged on creativity (60%) and flavor (40%). The Knorr test kitchen will select three finalist’s recipes. Each finalist will receive $2,000 and their photo and recipe will be featured on the Web site, on stickers placed on Knorr Granulated Jar lids, on the product labels, in a recipe booklet and in other promotional materials. The new labels will appear in stores in August. Unilever markets Knorr.
A second phase of the campaign through Oct. 2, encourages people to buy the products, try the recipes and cast a vote for their favorite finalist at the Web site. The grand-prize winner will have his or her face and recipe recognized nationwide and receive an additional $5,000.
Mass Hispanic is handling the campaign.
