Knorr Readies Consumer-Generated Labels
In April, Knorr launched a contest for the Latina community that for the first time promised it would feature winning recipes on its labels. That day of reckoning has come.
Knorr has narrowed the contributions down to three semifinalists from among the thousands who submitted recipes and included the use of Knorr Bouillon in a rice dish.
The three finalists have each been awarded a $2,000 prize and will have their image printed on the 2.2 lb. Knorr jar, available at the end of August. The recipes will appear on the on-cap sticker on the jar, on in-store signage, danglers and flyers and on www.KnorrSabor.com beginning Sept. 1. Corresponding with the recipes appearing on the site, visitors can begin voting for their favorite recipe through Oct. 24. Voters get the chance at a daily $100 prize and an entry for a grand prize of $1,000 and a basket of Knorr products.
Also in select stores, brand reps will provide samples and coupons and hand out information about the Recetas Arrozísimas contest.
The semifinalists will now compete for the title of the best rice dish and a grand prize of an additional $5,000 to be announced this November.
This marks the first time Knorr has featured consumer-generated content on its labels in its 100-year history.
“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,” Donna Barker, marketing director for Knorr, said in a release.
Knorr, a Unilever product, will continue to support its Recetas Arrozísimas effort with a multimedia, integrated communications campaign that includes Spanish-language and English print advertising, public relations, online activation, social media outreach, signage and in-store events at hundreds of participating retail locations.
