Skip to Main Content
Create a Millennial focused Call to Action for our line of dinners
business product development advertising marketing ideation communications slogan
top 10
67 months ago
Small pic knorr pasta

Knorr is a brand of pasta and rice sides that are the foundation to a delicious main meal. All you have to do is take your Knorr Side, add some protein and veggies and you have a whole new idea for dinner.

Right now, we use the line "Create a family favorite tonight” as our Call to Action that appears on our in-store signs and displays, along with a beautiful image of a delicious dish. This line is meant to motivate consumers to immediately purchase Knorr Sides by inspiring them with a new idea for dinner. In the past, we have used the line “What’s for Dinner?” as our Call to Action. Although it was relevant to what was on consumers’ minds while shopping, it also caused anxiety because they were already stressed about what to make for dinner.

Moving into the future, we are working to meet new consumers in a new market place, and want our brand’s image to reflect that shift. What words can we say (alongside our beautiful dish image) to motivate and inspire modern consumers, and Millennials in particular, to buy our brand when they see our products in store?


Propose a new Call to Action (CTA) that targets Millennials for our line of dinners:

1. What is your Call to Action? (Please open with your call to action and/or make it your solution title)

2. (Optional) Why do you think this CTA will be effective in the modern market and resonate with Millennials?

3. (Optional) Images, videos, mock-ups or any other visuals that enhance the presentation of your Call to Action

4. (Optional) Repeat steps one and two for a second Call to Action

Things to consider:

- A good Call to Action is short and “punchy”, it inspires consumers to take action (purchase our product), it should not be an all encompassing brand slogan.

- Your Call to Action should fit with the Knorr Brand, spur consumers to action, and essentially be a modernized version of our “Create a family favorite tonight” Call to Action

- Your Call to Action will be used for advertising purposes (in-store sign 1, in-store 2) and on displays

- It’s important that the line is appropriate for a family favorite brand like Knorr

- It’s also important that the line remains true to our brand values: authenticity, generosity, inspiration and joy

- It should also maintain a positive sentiment and be solution-focused (like “Create a family favorite tonight”), versus feeling negative and reminding Mom of her problem (like “What’s for dinner?”)

- Call to Action should be no more than 12 words

    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
Reward Tiers
5 Winners
will receive $150 each
5 Honorable Mentions
will receive $50 each
$150.00 Square pic 60 pic University of the Pacific
$150.00 K University of Michigan
$150.00 Square pic 60 img 20141018 223447 Vanderbilt University
$150.00 Square pic 60 16923 10204778654008136 499673616644430046 n Texas A&M University
$150.00 Square pic 60 11061317 10152866405384387 5754222749241080504 n 2 Saint Louis University
$50.00 Square pic 60 screen shot 2016 03 09 at 1.34.32 pm New School University
$50.00 Square pic 60 rakugaki henohenomoheji University of Pittsburgh
$50.00 Square pic 60 11071661 1388231878161335 1245726389706509831 o Babson College
$50.00 C University of Minnesota
$50.00 Square pic 60 img 0567 Pennsylvania State University
Submission questions

Drag and drop photos or image files into your solution 0 characters Average: 1702 characters
    Your solution must be at least 0 characters long
    Enter your info to sign in
    or sign in with