- Unilever brand Knorr is partnering with experiential platform Fooji to offer free meal starter home deliveries in New York City for National Farmers Market Week, Aug. 5-9, the company announced via a news release.
- Orders can be placed by tweeting #KnorrToMyDoor and the carrot emoji to @Knorr. Consumers will receive a link to sign up for the free delivery and can choose between two of the Knorr One Skillet Meals: Lemon Chicken with Barley or Rustic Italian White Beans with Farro. A mobile farmers market will drop off the suggested protein for the dish and locally grown produce.
- Knorr is also hosting a pop-up farm stand on Aug. 8 at the New York Botanical Garden Farmers Market with chef demonstrations, tastings and giveaways.
As packaged foods brands have struggled to attract younger consumers, who have demonstrated a penchant for foods that are fresh and healthy, Knorr is linking its One Skillet Meals to locally grown produce to drive awareness and, ultimately, sales. In May, Knorr launched One Skillet Meals, which don't contain artificial ingredients, colors or preservatives, and offer directions for including protein and vegetables to make a meal, as a lower-cost, easier-to-cook alternative to home-delivered meal kits like Blue Apron and Hello Fresh, according to Food Dive. Knorr is also attempting to tap into the popular meal-kit market.
The farm stand pop-up and partnership with Fooji is directly embracing several food trends that appeal to millennials, who like to cook and also enjoy the conveniences of meal delivery and meal services, according to 2017 research by CBD Marketing. Tying the ordering process to social media will also lure younger consumers and help the brand increase its digital engagement.
Pop-up events and out-of-home experiences are becoming more popular with marketers, especially during the summer when the weather is warm and people tend to spend more time outside. Knorr is likely hoping to use the farm stand event to let consumers try out its meal-kit product, demonstrate how home cooks can incorporate fresh, locally grown produce and build up a loyal consumer base. Experiential events, like cooking demonstrations, are popular with millennial foodies, who enjoy trying new foods and engaging with their favorite brands.
One in four U.S. adults has purchased a meal kit, either in-store or for delivery, and 70% continue to buy them after the initial purchase, according to 2017 Nielsen data. Millennials and Gen Z consumers are 321% more likely to purchase a meal kit than other generations.