Knorr Connects With Latinos Over Rice Recipes
In response to thousands of rice dish recipes from entrants in its nationwide Recetas Arrozísimas contest, Knorr has chosen the three semifinalists to appear on its 2.2-pound bouillon jar – a first for the venerable brand. Arriving in stores at the end of the summer, the new jars will enable shoppers to try out the recipes for themselves.
Additionally, the semifinalists -- Liliana Portela, 57, of Miami, for Terrina de Tomates, Arroz y Salmón; Janeth Piña, 22, of Pharr, Texas, for ArrozísiKnorr Verde; and Elba Isabel Gonzalez, 46, of Miami, for Arroz a la Cubanísima -- each received $2,000 and are now competing for a grand prize of an additional $5,000 to be awarded in November, as well as bragging rights as the creator of the best rice recipe.
The recipes will appear on the on-cap sticker accompanying the product; on in-store signage, danglers and flyers; and on KnorrSabor.com as of Sept. 1. Brand ambassadors will also be on hand at select retailers to conduct sampling, give shoppers more information about the recipe contest and hand out coupons.
From Sept 1 through Oct. 24, consumers can vote for their favorite recipe by casting a ballot at KnorrSabor.com, for a chance to win a daily prize of $100. Voters can additionally vote by mail or in person at participating grocery stores. All entries are eligible for a grand-prize drawing to win $1,000 and a basket of Knorr products, with the winner revealed in early November.
“For more than a century, Knorr has been a key ingredient in the Latino cooking heritage, and passing down recipes to future generations is an important aspect of keeping cultural traditions alive,” noted Donna Barker, marketing director for Knorr, a brand of Englewood Cliffs, N.J.-based Unilever. “Every meal is an opportunity to connect with loved ones, and no matter how simple or complex a recipe may be, we know that high-quality, authentic ingredients make a difference.” According to the brand, more than half of Hispanics cook with its products.
After research it commissioned found that 14 percent of the nearly four meals Latino consumers make from scratch daily are rice dishes, Knorr created the two-phase Recetas Arrozísimas campaign, which bowed in March with a call for recipe entries.
The brand will continue the promotion with a multimedia, integrated communications campaign encompassing Spanish-language and in-culture English-language print advertising, public relations, online activation, social media outreach, signage, and in-store events at hundreds of participating retailers.
Knorr Bouillon comes in both granulated and cube form in such flavors as chicken, tomato/chicken and beef.