Knorr Launches Recetas Arrozísimas, Major Activation Initiative for Brand in U.S.

Knorr, the bouillon brand has launched Recetas Arrozísimas, a major activation initiative that invites Latinas to share their favorite recipes and, for the first time in the brand’s history, be featured on Knorr’s label.

More than half of Hispanics use Knorr in their kitchen – and Hispanics tend to cook nearly four dishes from scratch daily. Given that 14 percent of these are rice dishes, Knorr is putting its marketing muscle behind the two-phase campaign to build off Hispanics’ love for cooking and put the best recipes to the test. In fact, Knorr will dedicate space on its 2.2 lb. label to highlight the three semifinalists’ recipes.

Knorr is supporting its Recetas Arrozísimas effort with a multimedia, integrated communications campaign that includes Spanish-language and in-culture English advertising on network TV, local TV, local radio and print, public relations, online activation, social media outreach, signage and in-store events at more than 300 participating retail locations.

“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.”

Through May 9, 2010, consumers can submit their favorite rice recipes at, by mail, or in person at participating retailers. Three final recipes will be selected by the Knorr test kitchen to win $2,000 each and be featured on the 2.2 lb. label. The new labels will begin hitting the shelves in all major retailers by the end of August.

During the second phase, which runs through October 24, America gets to prepare the three final recipes featured on the Knorr package and pick their favorite by casting their ballot at, by mail, or in person at the grocery store. In addition to having his or her face and recipe recognized nationwide, the grand prizewinner will receive an additional $5,000.