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Knorr Launches Lunar Knorr Year Campaign

Knorr, a beloved name in the world of flavors since 1838, is excited to announce its 2025 campaign, aptly named Lunar Knorr Year. This initiative is rooted deeply in the brand's commitment to bringing authentic tastes to Asian American families. Knorr aims to celebrate the Lunar New Year holiday by promoting a sense of community and honoring rich cultural heritage through memorable culinary experiences.

As Lunar New Year is a time when families gather, reflect, and share festive dishes symbolizing prosperity and togetherness, Knorr has designed its campaign to resonate with these themes. From traditional dishes to immersive cultural experiences, this year's initiative shines a light on the culinary traditions that make this occasion special.

Celebrating Flavors and Traditions

Knorr's Lunar Knorr Year will highlight an array of iconic dishes throughout the campaign. Attendees can look forward to sharing popular celebratory meals such as Chinese dumplings and Vietnamese bánh chưng, all thoughtfully prepared with Knorr’s signature products, including Knorr Chicken Broth Mix, Knorr Liquid Seasoning, and Knorr Tamarind Soup Mix. These high-quality ingredients are integral to creating the authentic flavors that define Asian cuisines, fostering togetherness around the dinner table.

The campaign's centerpiece will be the exciting $1,000 Red Envelope Sweepstakes, now in its fourth year. Participants can take part by sharing photos of their festive dishes created with Knorr products on Instagram, tagging @cookwithknorr, and using the hashtag #KnorrSweepstakes2025. This engaging initiative not only encourages creativity in the kitchen but also connects people through shared culinary experiences.

Community Engagement and Events

To elevate the festive spirit, Knorr has partnered with renowned Asian creators to showcase various food traditions across the nation. The campaign will bring added vibrancy to the Lunar New Year festivities through exciting community activations. One of the highlights will be Knorr's participation in the San Francisco Chinese New Year Parade scheduled for February 15-16. Here, Knorr will feature a stunning float dedicated to celebrating Asian culinary traditions. Additionally, the festivities will continue at the Community Street Fair, where festival-goers can indulge in tastings of beloved Lunar New Year dishes made with Knorr products while learning about the festivities and cultural practices associated with this significant holiday.

In-store food tastings will also be part of Knorr’s exciting plan, allowing shoppers across North America to experience the authentic flavors of the Lunar New Year firsthand. By connecting consumers directly with the tastes that define this festive season, Knorr hopes to encourage families to recreate these traditional dishes at home.

A Message from Knorr

Partha Guha, Head of Nutrition Business, Unilever International North America, expressed, "Lunar New Year is a time to celebrate joy, flavor, and tradition. With Lunar Knorr Year, we're proud to bring the authentic taste of Asia to homes across the continent. Our goal is to help families create lasting memories while honoring the rich cultural heritage of this meaningful holiday."

Knorr invites everyone to participate in the Lunar Knorr Year campaign. Those interested can visit the Cook With Knorr social page to explore festive recipes, campaign details, and additional ways to celebrate this wonderful season of togetherness.

Join Knorr in making this Lunar New Year special and memorable for families as they come together to celebrate with joy, flavor, and cultural richness. The campaign runs until February 5, so be sure to share your creations and join in on the festivities!