Knorr, a renowned global flavor expert with a legacy dating back to 1838, has embarked on a flavorful journey with the launch of its “Taste of Home” campaign, a celebration of the diverse food cultures found in North America. Acknowledging its role as a pantry staple for many Americans and Canadians, Knorr’s extensive portfolio encompasses best-selling products from various corners of the globe, such as the Knorr Mexican Mi Arroz, Chinese Chicken Broth Mix, and Filipino Sinigang Soup mixes.
In a recent survey conducted by Knorr, it was revealed that 90% of Asian Americans regularly indulge in food from their countries of origin. Eager to be a trusted kitchen partner for home chefs seeking authentic flavors, Knorr aims to amplify the voices and stories of diverse communities through the “Taste of Home” campaign. Food, with its magical power to create connections and memories, becomes a powerful medium for Knorr to showcase the rich tapestry of culinary traditions.
The campaign kicks off with visually striking murals created by Vietnamese-American artist Faith Cao and Filipino-American artist Amira Humes in major cities. These murals serve as a tangible representation of how Knorr has played a pivotal role in connecting these artists with their cultural narratives and traditions. Located in Williamsburg, Brooklyn, and Civic Center, Denver, these installations invite consumers to engage with the artists’ stories and share their own using #CookWithKnorr on social media.
Knorr plans to extend the campaign through a TV commercial and docuseries, highlighting the individual experiences of Asian Americans and Canadians while exploring cultural connections through Knorr’s diverse product range. The docuseries, accompanied by behind-the-scenes content and recipe inspiration, will be shared on social media and digital platforms in the coming months.
Adding a festive touch to the campaign, Knorr will unveil a limited-edition Lunar New Year merchandise collection in January 2024, designed in collaboration with Chinese Canadian artist Tanya Mu. This collection, available at participating retailers in the United States and Canada, aims to convey the authenticity of various cuisines through art and personal experiences, aligning with the significance of the Lunar New Year in Asian culture. Enthusiasts can explore more about the campaign on www.CookWithKnorr.com and follow Cook With Knorr on Instagram and Facebook for updates and inspiration.
