Knorr uses gross food-delivery fails to suggest cooking at home

Not since “Moldy Whopper” have we seen such off-putting food imagery hitting billboards in select markets. But Knorr’s point with this MullenLowe campaign is to contrast gross fast-food delivery fails with similar meals you could make yourself the right way at home—just as quickly. Some 35% of people expect their fast-food delivery within 30 minutes, the brands said. Many home-cooked Knorr recipes can be ready in about the same time. “You can deliver better,” reads the copy on the ads. “Try home cooking.” The campaign is a collab between MullenLowe U.K. and MullenLowe U.S. The imagery was sourced from real photos posted online by consumers disappointed by their deliveries. “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,” said Gina Kiroff, chief marketing officer of Knorr North America. “Knorr believes in turning those moments of disappointment into opportunities for creativity. ... We’re showing people how easy it is to recreate these meals at home, without the delivery hassle.” The work is also running on TikTok and Instagram. A post shared by Knorr US (@knorr) More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Knorr uses gross food-delivery fails to suggest cooking at home

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