Knorr

Role: Copywriter

Knorr was searching for a way to solve mom's daily dilemma, generate engagement around recipes and bring new fans to the Knorr franchise.

Tapping into the insight that at 4pm every day, 75% of target consumers don’t know what’s on that night’s menu, we created the “What’s For Dinner Tonight?” campaign that sought to help moms solve that culinary conundrum via meal inspiration.

Knorr What's For Dinner Tonight? Recipe Card

Deliverables:

Weekly eCRM program including mystery recipe to increase interest and drive clicks

Creation of shareable recipe cards

Interactive Facebook Hub for sweeps

Brand site updates promoting sweeps

Weekly Facebook posts

Knorr What's For Dinner Tonight? Facebook Post

We created a 6-week Facebook and eCRM sweepstakes that used a new recipe theme each week to generate excitement and interest. Each week five Facebook posts linked to a Facebook tab where mom could enter the sweepstakes and download and share recipes.