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In recognition of the fact that more than half of Hispanics use Knorr in their kitchens — and the ethnic group tends to prepare almost four meals from scratch daily — the world’s top bouillon brand has rolled out Recetas Arrozísimas, a major activation initiative that asks Latinas to share their best-loved recipes and, for the first time in Knorr history, appear on a package label. The name of the promotion derives from Hispanics’ fondness for dishes containing rice (arroz): 14 percent of the meals they make feature the grain.
Knorr is supporting the two-phase effort with a multimedia, integrated communications campaign that encompassing Spanish-language and in-culture English advertising on network TV, local TV, local radio and print, public relations, online activation, social media outreach, signage and in-store events at over 300 participating retail locations.
“Knorr is known in nearly all Hispanic households around the world — we are the brand they grew up with and trust,” said Donna Barker, marketing director for Knorr, a brand of Englewood Cliffs, N.J.-based Unilever North America. “They rely on us to keep their favorite and authentic recipes alive, and add zest to new ones.”
During the first phase of the promotion, which runs through May 9, consumers can submit their favorite rice recipes at KnorrSabor.com, by mail or in person at participating retailers. The Knorr test kitchen will choose the recipes of three finalists, who will each get $2,000 and appear on the brand’s 2.2-pound bullion package label. The new labels will arrive at all major retailers by the end of August.
The second phase, which runs through Oct. 24, invites consumers to prepare the semifinalists’ recipes and select the one they like best by voting at KnorrSabor.com, by mail or in person at participating stores. The grand-prize winner will receive an additional $5,000.
Knorr Bouillon comes in both Granulated and Cube forms in such flavors as chicken, tomato/chicken and beef. Unilever’s other well-known brands include Ben & Jerry’s, Bertolli, Breyers, Country Crock, Degree, Hellmann’s, Klondike, Lipton, Popsicle, Promise, Skippy and Slim-Fast.