Deliver-ooh, no thanks / A key reason why Knorr’s #DeliverBetter ad is so effective, is that the brand is tapping into a universal insight.
In the campaign’s press release, Gina Kiroff, chief marketing officer at Knorr North America, says, ‘We’ve all been there: we’ve waited hungrily for a fast food delivery that misses the mark before it’s even in your hands. Knorr believes in turning those moments of disappointment into opportunities for creativity.’
Each of Knorr’s #DeliverBetter ads tell a compelling story of disappointment, frustration and conclude with an unexpectedly optimistic message that may influence someone’s decision to cook at home the next time they start down the same consumer journey of ‘What shall I do for dinner?’ Although home cooking from scratch is nowhere near as effortless as ordering food in, the pain of bad takeout is all too identifiable and Knorr’s ads neatly stoke that fear and position home cooking as the quicker and far more reliable alternative. As Kiroff told Contagious in our 2024 Knorr Brand Spotlight that, ‘A lot of the time we say that we’re not selling products on Knorr, we’re actually motivating people to cook dishes or recipes that lead to our products.’
Knorr your enemy / It’s notable how Knorr has framed its enemy here; it doesn’t criticise fast food for being unhealthy junk. Making people feel guilty for eating a takeaway is no way to inspire them to change their eating habits – it’ll just annoy them and create resentment. Instead, Knorr set its targets on a far less alienating takeaway shortcoming – how it actually looks when its delivered to your door. If you’re going to choose an enemy, make sure you make the right kind of comparison – or you’ll just come across as mean-spirited or petty.
To read more examples of how brands have successfully chosen an adversary, read our Pick an Enemy Creative Tactic here.
Shock and stock / Knorr’s #DeliverBetter campaign effectively utilises the Von Restorff Effect, the behavioural bias that people are more likely to remember something that stands out from the pack. In the food space, lovingly shot and appetisingly style images of food are to be expected – not gross splats of takeaway.
Much like Burger King’s groundbreaking Moldy Whopper campaign, the striking imagery of Knorr’s #DeliverBetter campaign will turn heads and earn attention simply by the virtue of it looking drastically different from the typical food advertising that people have become expected to see in OOH.
