Dive Brief: 

• Unilever-owned food brand Knorr is targeting zillennials — or the micro-generation of Gen Z and millennials aged 18-35 — with a campaign celebrating holiday cooking fails, per a press release. 
• “#EffortisEverything” includes partnerships with three everyday consumers, whose images of cooking fails will be showcased on Knorr’s social media channels and a digital out-of-home ad in New York City. 
• Limited-edition packaging featuring the photos will also be available in Kitchen Confidence Kits, which consumers can enter to win via Instagram. The seasonal push is inspired by research indicating that 73% of zillennials feel better seeing other cooking blunders. 

Dive Insight: 

Knorr is ditching picture-perfect food photography for its holiday marketing campaign and instead focusing on the effort that goes into seasonal feasts, even when the outcome is less than appetizing. The effort is intended to resonate with zillennials, 87% of whom aren’t afraid to admit that they’ve had more than one cooking fail during a special occasion, per Edelman research cited in release details. Still, 86% of the cohort say effort matters just as much as the outcome.

The celebration of cooking fails in photos on social media and in Knorr's campaign marks a contrast from the perfectionism found in the food photos that older millennials are known for.

Key to the effort is a partnership with three everyday consumers to spotlight their “A for Effort” home cooking, with the meals in question including a charred turkey, burnt green bean casserole and crumbly cornbread dressing. The images will appear across social channels, including TikTok and Pinterest, and a digital OOH ad in New York City. 

Rounding out the campaign is limited-edition packaging featuring the cooking fails imagery that will only be available in the brand’s Kitchen Confidence Kits. Beginning Nov. 15, consumers have the chance to win a kit, which is filled with kitchen tools, cooking tips and Knorr recipes, by visiting the brand’s Instagram. 

The “#EffortisEverything” campaign could help Knorr grow loyalty with the younger demographic during the critical seasonal period in a more lasting way versus relying on value tropes like affordability alone. However, the CPG brand’s convenience and affordable price point could also go a long way this holiday season as consumers again indicate a willingness to cut costs when able.

The effort from Knorr follows other marketing stunts aimed at younger consumers. The brand in July teamed with rapper Ludacris to remaster the Black Sheep song “The Choice is Yours” for a music video titled “Fast Food Remix feat. Ludacris and Knorr.” The stunt is part of Knorr’s “Taste Combos” campaign, which is now in its second year and encourages consumers to choose its products over fast food. 

A number of other marketers have already rolled out flashy holiday marketing of their own. Among them is fellow CPG marketer Sprite, which remixed “The Night Before Christmas” for its first new holiday campaign in three years. SharkNinja earlier this month launched a global campaign starring David Beckham that positions its Ninja kitchen appliances as the means to help consumers complete their seasonal meals in record time.