Knorr x Cardi B’s Taste Combo
Knorr’s longstanding commitment has been to help families make easy, affordable meals together at home. The problem was, families were turning to fast food for a quick solution for dinner, specifically combo meals, which offer more bang for their buck. So we partnered with Cardi B, a Knorr fan and busy working parent herself, to launch Knorr Taste Combos on TikTok and inspire families to create meals at home–meals that not only tasted good but that could be good for them too.
We brought Cardi B’s Taste Combo to fans in Manhattan and Chicago with a GrubHub partnership that allowed them to order their own kit with all ingredients free of charge.
Before launch, we teased the partnership with a quick 6-second video featuring a bedazzled Knorr jar and a pair of hands donning some very iconic nails.
At launch, Cardi surprised real, combo-meal-loving families who thought they were taking part in a fast food taste test, unveiled her new Taste Combo meal and showed them how easy, affordable, and delicious it can be to cook at home. (The reactions were priceless.)
To expand our reach nationwide, Cardi invited fans to create their own Knorr Taste Combo at home and use #KnorrVsCombo on TikTok.
The campaign garnered 2.6B impressions, exceeding our KPIs by 1.3B impressions.
Agency: Edelman New York