Knorr is skewering “fast food delivery fails” in its latest advertising campaign, which urges consumers to cook at home rather than use apps to order meals that arrive “cold and old”.
Working with long-term creative agency partner MullenLowe, the brand is using billboards across the UK and US to display images of “half-assembled burgers, busted burritos, and pizza with no cheese” with the tagline “You can deliver better”.
A social media campaign across TikTok and Instagram has enlisted influencers Zach Jelks, LaFontaine Oliver, Kate Norkeliunas and Jackie and Megan Hommes. They will prompt users to post and share a fast food delivery fail story for the chance to win grocery gift cards with which to buy the ingredients needed to recreate fast food meals at home.
“As a big fan of fast food, we need to be honest about the fact that home cooking is the answer to level up almost everything, and Knorr is proving it again,” said Carlos Andrés Rodriguez, executive creative director, MullenLowe UK. “People who have experienced fast food fails deserve better… and there’s nothing more satisfying than helping them.”
A 2024 study by Rustlers – which has also run marketing campaigns based on cooking at home being better than a takeaway – found that Brits order in five times a month on average.
However, they are not always satisfied. Almost half (44%) of the 2,000 Brits surveyed by the ‘fake-away’ burger brand reported being regularly disappointed with what turns up, with missing items topping the list of takeaway grievances (reported by 46%). This complaint was followed by lengthy delivery times (34%) and food arriving tepid or cold (32%). A quarter said takeaway food was overpriced, 22% said they received something different from what they ordered, while 19% complained of ‘stingy portions’.
“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,” said Gina Kiroff, chief marketing officer, Knorr North America. “Knorr believes in turning those moments of disappointment into opportunities for creativity. Whether it’s a burger that’s falling apart or a taco that’s missing key ingredients, we’re showing people how easy it is to recreate these meals at home, without the delivery hassle.”
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