Why is Knorr Highlighting the Reality of Thanksgiving Kitchen Fails

Thanksgiving is a time where families, creators, influencers, and celebrities post their pictures on social media about the perfect dinner table. But what if things go south during the process? That is what Knorr is showcasing with its Thanksgiving campaign.

The brand is removing that expectation from the photos with its #EffortIsEverything campaign, by featuring photography of cooking fails prepared by everyday cooks. It is also taking to social media, influencers, and OOH to spread the word about it while also showcasing these fails.

Gina Kiroff, Chief Marketing Officer of Knorr North America, stated that the brand’s awareness of the #CookingFails trend on social media inspired the idea for the campaign. Recognizing the organic nature of these conversations, Knorr designed the campaign as a social-first initiative, with platforms like TikTok and Pinterest as top priorities. Kiroff highlighted that by sharing authentic and transparent holiday cooking experiences, the campaign aims to spark fun and engaging discussions around cooking mishaps.

“The holidays are peak cooking season – with nonstop events from Thanksgiving to New Years. Some people cook to impress their in-laws, try to recreate a family recipe, or are cooking for the first time ever,” said Kiroff. “However, we know that cooking fails are inevitable, and this holiday season, Knorr wants to instill kitchen confidence among everyday chefs, so they are encouraged to get back in the kitchen, even after a cooking mishap, and keep cooking with the help of Knorr.”

The ultimate goal is to position Knorr as a brand that not only celebrates these relatable moments but also empowers its audience to build confidence in the kitchen.

The company recognized the need to engage its audiences in a humorous, celebratory, and authentic manner, reflecting their natural tendency to talk about food failures. As per a Zillennial survey the brand conducted, 54% believe a Thanksgiving isn’t complete until something goes wrong in the kitchen. It was also revealed that 52% of cooks make mistakes because they are under pressure to prepare a perfect meal. 

“We know that cooking fails are inevitable, and this holiday season Knorr wants to instill kitchen confidence among everyday chefs so they are encouraged to get back in the kitchen, even after a cooking mishap, and keep cooking with the help of Knorr,” said Kiroff.

The campaign also includes a presence in New York City, one of the top Thanksgiving destinations with digital out-of-home ads strategically placed on billboards, transit shelters, and subway live boards. Kiroff did not disclose how much the brand allocated its marketing budget to its campaign.

According to Kiroff, TikTok and Pinterest are high priorities for Knoll’s Thanksgiving campaign, as the brand’s audience frequently uses these platforms to find recipe inspiration or enjoy relatable content celebrating cooking fails. Kiroff added that channels enable the brand to directly engage with its audience, fostering connections and offering kitchen inspiration for the holiday season.

To enhance this approach, Knoll partnered with food influencers to share their unique recipes and personal stories of past cooking failures, creating content that resonates with its audience.  The brand partnered with a few popular creators like Violet Witchel, Taylor Chace, Tim Laieilli, and Zoe Barrie. 

“What made them stand out was each creator had their own story of their own cooking fail but that didn’t stop them from cooking,” said Kiroff. “Knorr wanted people to see that even the best foodies sometimes struggle in the kitchen, and it doesn’t stop them from cooking this holiday season.”