Knorr and MullenLowe are calling out fast-food delivery for its failures. Social media is littered with shared pictures of fast-food delivery fails – half-assembled burgers, busted burritos, and pizza with no cheese. Bikes are not always friendly to food and 30-minute delivery expectations are hostile to attention to detail.
Even though a recent survey** revealed that nine out of ten people have experienced a food delivery failure, people think that fast food delivery – even if it arrives cold and old – is the only way to get easy meals at home, but Knorr, believes that hungry people deserve better – and can satisfy their fast-food cravings within their own kitchen with easy recipes.
Knorr and MullenLowe want people to know that people #DeliverBetter in their own kitchens. And it is spreading the message with a series of rather disgusting images in OOH and social to prove its point.
“We’ve all been there: we’ve waited hungrily for a fast-food delivery that misses the mark before it’s even in your hands,” stated Gina Kiroff, chief marketing officer, Knorr North America. “Knorr believes in turning those moments of disappointment into opportunities for creativity. Whether it’s a burger that’s falling apart or a taco that’s missing key ingredients, we’re showing people how easy it is to recreate these meals at home, without the delivery hassle.”
The campaign kicks off a limited time giveaway on TikTok and Instagram for the chance to win* a $50 grocery gift card for fans to get the ingredients needed to recreate classic fast-food items at home.
Carlos Andrés Rodriguez, executive creative director, MullenLowe UKsaid, “As a big fan of fast food, we need to be honest about the fact that home cooking is the answer to level up almost everything, and Knorr is proving it again. People who have experienced fast food fails deserve better… and there’s nothing more satisfying than helping them.”
**Source: How Spoiled Are Consumers With On-Demand Delivery? August 2023
Credits
Creative Agency: MullenLowe UK
Executive Creative Director: Carlos Rodriguez
Copywriter: Sebastian Suarez Gnecco
Art Director: Oliver Leon
Account Director: Samar Rezvan
Head of Production: Trudy Waldron
Lead Product Designer: Diego Enterria,
Creative Agency: MullenLowe US
Executive Director: Ryan Maheu SVP
VP, Account Director: Renato Barbosa
Social Strategy Director: Amanda Festa
Account Supervisor: Mariana Valenzuela
Integrated Producer: Evelyn Ng
VP, Associate Director of Business Affairs: Jennifer Wrentmore
Client: Knorr
Global Knorr Masterbrand Director: Niek-de Rooij
Knorr Masterbrand & Digital Manager: Nicky Neerscholten
CMO Knorr Cooking Aids & Mini Meals: Gina Kiroff
Associate Brand Director of Knorr: CJ Magwood
Associate Brand Managers of Knorr: Iman Syed & Joanna Rosas
Associate Director, PR & Influencer for Unilever Foods Influencer ITB London: Jena Sussman
Media: WPP Unite
PR: Edelman
UGC Sourcing, Clearance & Licensing: Catch+Release
