Unilever’s largest brand Knorr is showing consumers how every meal truly is an opportunity through the Knorr Arrozisimas Rice Recipe Contest, a major initiative which is inviting Latinas to be featured on the label in the first-time in the brand’s history.
More than half of Hispanics use Knorr in their kitchen and 14 per cent of those are rice dishes. Knorr is putting its marketing efforts behind a two-phase campaign that builds off HIspanics’ love for cooking and will put their best recipes to the test.
Until May 9, 2010 consumers can submit their favourite rice recipes at KnorrSabor.com, each dish must be an entree or side dish but must include Knorr Bouillon, rice and a liquid in which the rice is to be cooked. Recipes must have eight or fewer ingredients and must be entirely original.
In the first phase all submissions will be judged by a panel of experts based on their creativity, and flavour or taste. The three recipes with the highest scores will move into phase two of the contest as finalists.
Phase two will see the finalists’ recipes and photos posted on the contest website, on a On Cap Sticker placed on the Knorr Granulated Jar lids, on the product labels, on a Recipe Booklet and any other promotional materials.
Public voting for the Knorr Arrozisimas Rice Recipe Contest will run from September 1, 2010 until October 24, 2010 and will determine the grand prize winner. The top three finalists from round two will be awarded $2000 and $25 in Knorr products. The grand prize finalist will receive $5000 plus $25 in Knorr products.
“Knorr is known in nearly all Hispanic households around the world – we are the brand they grew up with and trust,” said Donna Barker, marketing director for Knorr. “They rely on us to keep their favorite and authentic recipes alive and add zest to new ones. We are excited to give Latinas a chance to share their family recipes with the whole country.”