Your generation turned kitchen disasters into viral TikTok content. Now Knorr wants to monetize that authenticity with limited-edition “Friendsgiving Dinner Do-Over Kits” designed specifically for Zillennials who’ve weaponized their cooking anxiety into social media fame.
Starting October 15th, the seasoning giant launched these rescue packages targeting the 87% of 18-35 year-olds who admit to holiday cooking mishaps, according to Knorr’s survey of 1,000 U.S. Zillennials. Each kit includes:
- A meat thermometer
- Measuring spoons
- A bouillon-scented candle (because nothing says “I survived my kitchen disaster” like ambiance)
- Custom Knorr playing cards
- Foolproof recipes for cheesy mac and lemon roast chicken
Throw in a $0 solution to a problem worth millions in engagement metrics.
The numbers behind this campaign reveal the opportunity Knorr spotted. Their research found that 40% of Zillennials only cook for friends during Friendsgiving, transforming this adopted holiday into a high-stakes performance where failure feels public. Rather than selling perfection, Knorr’s betting that embracing the inevitable disaster resonates more than aspirational cooking content that nobody actually achieves.
“This year’s Friendsgiving Dinner Do-Over campaign is about celebrating the cooking novices right where they are, with whatever cooking skill level they have,” says Associate Marketing Director C.J. Magwood. Translation: we’ve realized that Instagram-perfect isn’t profitable anymore when your target audience has built their identity around authentic imperfection.
The campaign partners with content creator Chloe Shih, who shares her own Friendsgiving “redo” stories—because nothing validates a corporate message like influencer vulnerability. Her take? “A do-over isn’t just possible — it can be fun.” It’s part of Knorr’s broader #EffortIsEverything strategy, which reframes cooking failures as participation trophies rather than actual problems to solve.
Thirty winners will receive these kits through an Instagram giveaway running until October 22nd, where participants follow @knorr, like the post, and share why they deserve the kit. The real winner? Knorr which just transformed an entire generation’s performance anxiety into a brand positioning statement that normalizes imperfection while building kitchen confidence.
