Knorr's '#EffortisEverything' campaign targets zillennials, focusing on the effort behind holiday cooking, embracing cooking fails and relatability rather than perfect outcomes.
This campaign reflects a shift from the usual perfectionism in food photography, acknowledging that 87% of zillennials admit to cooking fails during celebrations.
Through social media and limited-edition packaging, Knorr aims to resonate with zillennials, who appreciate the effort in cooking, regardless of the final presentation.
Knorr partners with everyday consumers to feature real cooking experiences, including mishaps like charred turkey and burnt casseroles, emphasizing effort over aesthetics.
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