The Challenge
Knorr helps home chefs bring the delicious flavor they crave into their home cooking. However, with enormous media budgets and a massive presence in pop culture, fast food dominates mindshare for deliciousness, with one-third of Americans eating fast food every day. So, when they crave something tasty, they turn to fast food. Knorr needed to enter the flavor conversation, so we found an opportunity to steal the spotlight by listening to fast food brands’ massive social media followings. When chains removed limited-time-offer (LTO) items, the internet went crazy with videos, hashtags, Reddit threads, and even petitions to get them back. If fast food was taking flavor away, Knorr could bring it back for an unlimited time.
The Solution
Knorr launched “Unlimited Time Menu,” a campaign that relaunched the internet’s favorite LTO items with a catch: They had to make them at home. We started with OLV that looked like the fast-food chains brought them back themselves. Same photographers. Same irresistible looks. Only this time, every ad pointed people to Knorr’s “Unlimited Time Menu,” where the recipes would live forever. We then responded to posts asking for LTOs back with ads that clicked through to Knorr’s recipes. Then we scaled them into the real world with digital billboards outside fast food restaurants teasing the return of beloved meals with QR codes linking to Knorr’s recipes. To prove our versions stacked up, we put our recipes in front of the toughest fast food critics and influencers and even brought Martha Stewart to the table.
