To Prove Home Cooking Can Be As Tasty As Fast Food, Knorr and Cardi B Launch Their Own Combo Meal.

CHALLENGE

Knorr, maker of delicious bouillons, rice and pasta sides and more, has been a staple in American kitchens for decades. Yet many American parents are spending less time cooking and instead, opting for takeout options that better fit their busy lifestyles (MRI) and deliver on their #1 food priority: good taste (Mintel - What/ How America Eats - 2022). For more than ⅔ parents, this means feeding their families fast food regularly or semi-regularly. They know it is unhealthy for their kids (Mott Poll -2021), but it’s a guaranteed, convenient way to give their family a delicious meal. And yet 72% of Americans say they’d eat healthier if their food tasted better (SWNS).

The brand needed to show Americans that home cooking with Knorr can be just as delicious and convenient as fast food, but more nutritious.

IDEA

To boost craveability and be considered along with fast food options, we decided to appropriate the marketing tropes of the industry and apply them to the world of Knorr, including celebrity-themed meals.

This inspired the brand to create Knorr Taste Combos: a menu of delicious, nutritious, and affordable recipes that bring together veggies, lean protein, and flavorful Knorr offerings that can be prepared at home in under 30 minutes and under $4 per serving.

EXECUTION

Knorr partnered with Cardi B - Carfresh off the heels of promoting a certain fast food giant - to launch a new alternative combo meal: Knorr Taste Combos. Cardi B surprised real, combo-meal-loving families who thought they were taking part in a fast-food taste test, to show them how easy, affordable, and delicious it can be to cook nutritious meals at home - and the reactions were priceless.

As part of the partnership, Cardi B unveiled a signature Taste Combo meal. Fans in Manhattan or Chicago could order their own kit on Grubhub with all ingredients, free of charge. To expand our reach nationwide, Cardi invited fans to create their own Knorr Taste Combo at home and use #KnorrVsCombo on TikTok.