Knorr Celebrates Holiday Cooking Fails to Show that When it Comes to Cooking, Effort is Everything

On #FoodTok, people are unapologetically sharing their cooking fails to instead celebrate their hard work put into cooking for others. In fact, 87% of Zillennials aren't afraid to admit that they've had more than one cooking fail during a special occasion.

As the brand that champions home cooking and with 86% of Zillennials saying effort matters just as much as the outcome, Knorr was inspired to ditch the picture-perfect food photography in their seasonal holiday marketing campaign: #EffortisEverything.

The brand selected Matt, Anita and Roger and their everyday cooking attempts to capture the essence of the campaign and will feature images of their cooking fails on the brand's social media channels and a digital-out-of-home ad in New York City:

• Matt Welsh, from California, attempted to cook the turkey on the grill for a fun, new way to prepare Thanksgiving dinner, but his bird ended up a little more charred than he bargained for.
• Anita Binder's burnt green bean casserole, with its imperfections, shows the effort she put into cooking for her in-laws around the holidays.
• Roger Smith from Georgia was multitasking while cooking and forgot to add the egg to his cornbread recipe... making a crumbly, hard, cookie-like finish out of his Cornbread Dressing.

"It is Knorr's goal to make home cooking delicious, nutritious, and accessible so people can build more kitchen confidence – especially during the holidays, which is when we're all susceptible to have more food fails in the kitchen," said Gina Kiroff, chief marketing officer, Knorr North America. "We believe that whether imperfect or perfect, all efforts in the kitchen should be celebrated – which is what our 'Effort is Everything' campaign is all about."

73% of Zillennials feel better seeing other cooking blunders which is why images of these cooking fails are used as the heart of the holiday marketing campaign. In addition to social, the #EffortIsEverything campaign will also appear on TikTok and Pinterest, where fans are often searching for recipe inspiration.

To further spotlight fans' holiday cooking photography, Knorr is releasing limited-edition packaging featuring these photos, which will only be available in the brand's Kitchen Confidence Kits. Starting on November 15, people can head to Knorr on Instagram to enter for a chance to win their own Kitchen Confidence Kit before the holiday cooking commences. The Kitchen Confidence Kit is filled with kitchen tools, cooking tips, Knorr recipes and highlights real people's cooking fails.

Fans can also post their own meal on social media and tag @Knorr with the hashtag #EffortisEverything.

Knorr is here to help everyone keep cooking and boost kitchen confidence by offering easy, quick, and flavorful recipes this Thanksgiving. For more information on Knorr #EffortIsEverything, visit here.