• by Sarah Mahoney , Staff Writer @mahoney_sarah, November 15, 2024

With the next generation stepping up for holiday hosting, Knorr wants to recognize the truth about cooking for crowds: Recipes often go wrong. Based on research showing that 87% of zillennials admit to major kitchen mishaps and that 95% believe it’s important for their meals to turn out perfectly, the company is kicking off an “Effort is Everything” Thanksgiving ad campaign. That means encouraging people to share their #CookingFails on social media and tap into the soup, sauce and gravy brand’s many solutions. C.J. Magwood, Knorr’s associate marketing director, tells CPG Insider what the company hopes to accomplish.

Interview has been edited for length and clarity.

CPG Insider: Thanksgiving meals are so idealized in social media; I love that 72% of your zillennial sample say looking at other people’s food fails is comforting. Was that the primary insight behind this campaign?

C.J. Magwood: Yes, cooking fails made up more than 400 million posts we saw. And our research shows zillennials don’t just love to embrace their cooking failures; seeing other people’s makes them feel better about their own. That sparked the idea for us to look for ways to ditch that picture-perfect food photography for the season and lean into cooking fails.

CPG Insider: Pinterest fails have been a staple of pop culture for age, often focusing on cakes gone sideways -- and they are comical. Thanksgiving fails are a higher stake. For one thing, there’s always the possibility you can give your family salmonella. But there’s also the social pressure, especially if you’re new-ish to hosting. How are younger chefs stepping up to the challenge?

Magwood: Many of the cooking fails we saw did fall into Thanksgiving foods. For Knorr, we’re all about championing home cooking. We found that these younger cooks often cook for themselves but don't feel as comfortable cooking for people they love. But that kind of cooking, especially at Thanksgiving, is really, really, really important to them. That can mean family or others -- 40% say Friendsgiving is the only day of the year when they cook for their friends. About 70% say they consider cooking to be a love language.

CPG Insider: How are people feeling about this Thanksgiving, in particular? Are they less psyched because of post-election exhaustion? Or more worried about food prices?

Magwood: We’re aware of everything that’s ensued before the holiday, but this is meant to be light-hearted. And at the start of the season, people get excited. Cooking brings you joy.

CPG Insider: How are you getting people to engage in the campaign?

Magwood: There will be a takeover on Knorr’s social media channels, and we’ll be in digital and out-of-home ads, as well as TikTok and Pinterest. That’s where people are looking for recipe inspiration and finding relatable food content. People will see our ads in New York City on digital billboards, transit shelters and subway live boards. The photography features real meals made by real cooks.

We’re showing up big in New York City because it's one of the top destinations during Thanksgiving. There’s also limited-edition packaging and some Kitchen Confidence Kits we’ll give away on social media.

CPG Insider: What metrics will show you this campaign is a success?

Magwood: Brand awareness and hashtag use. That people are finding more confidence to cook for their loved ones and embracing their failures as they happen. And that they believe more in the tagline, that effort is everything, and that every day, cooks feel celebrated.

We want it to reinforce our brand image -- instilling confidence and reminding them that cooking is fun.