Knorr & Martha Stewart Dupe Fast Food in Social Campaign

Knorr and Martha Stewart Launch "Dupe" Campaign for Fast Food Favorites

Knorr has partnered with Martha Stewart for a social-first campaign showcasing how to recreate popular fast food menu items at home using Knorr products. The "Unlimited Time Menu" campaign features Stewart demonstrating how to make a "K-Rib" sandwich, a playful take on the McRib, using Knorr ingredients.

Campaign Embraces "Dupe Culture" to Reach Consumers

The campaign taps into the growing "dupe culture" trend, particularly popular with Gen Z, where consumers seek affordable alternatives to recreate expensive products. With rising fast food prices and the hype surrounding limited-time offers, Knorr aims to empower consumers to make these sought-after meals at home.

The 30-second spot features Stewart and a group of "Unlimited Marthas" highlighting the ease and affordability of recreating fast food favorites. The campaign extends beyond the core video with several key initiatives:

• Branded ads on Lyft targeting users heading to fast food restaurants.
• Shoppable recipe videos with QR codes on Roku linking to Walmart's recipe page.
• Influencer collaborations with Joshua Weissman and How Kev Eats on platforms like TikTok and Instagram.
• Digital out-of-home ads in major cities like Chicago and Boston.

Knorr's collaboration with popular chef and content creator Joshua Weissman, who has over 10 million YouTube subscribers, aims to add credibility to the taste and quality of the dupe recipes. The partnership with fast food influencer How Kev Eats further reinforces the campaign's focus on the fast food audience.

This campaign builds on Knorr's previous social-media focused marketing efforts, including the "#EffortisEverything" Thanksgiving campaign and the Valentine's Day cooking initiative. By leveraging social media and influencer partnerships, Knorr is connecting with consumers seeking convenient and budget-friendly meal solutions.

Learn more about the campaign here.