Three rice dishes vie to be the most Arrozísima
Knorr® selects semifinalists in national recipe competition and asks America to vote for their favorite.
Englewood Cliffs, New Jersey, August 1, 2010 – After receiving thousands of recipes from mothers and daughters, and even fathers and sons, all eager to share the rice dish most dear to their heart, Knorr®has selected the three semifinalists of its Recetas Arrozísimas national recipe contest to be featured on its label – a historic move for the brand that has been taking rice dishes from Good to Great for more than 100 years. As the new jars hit the shelves at the end of the summer, America gets to savor these new recipes and decide for themselves which recipe wins the coveted title of the most arrozísimarice dish!
Starting September 1 through October 24, America will vote for their favorite recipe by casting their ballot at KnorrSabor.com for a chance to win a daily prize of $100. Voters can also submit their vote by mail or in person at participating grocery stores. All entries are eligible for a Grand Prize Drawing to win $1,000 and a basket of Knorr products. The winner will be announced in early November.
Three lucky winners have each been awarded a $2,000 prize and will see their recipe on the 2.2 lb. Knorr jar, available at the end of August. They are now competing for the title of the best rice dish and a grand prize of an additional $5,000:
- Liliana Portela, 57, of Miami, Florida: Terrina de Tomates, Arroz y Salmón Liliana believes that teaching her children recipes of her native Argentina are just as important as valuing their origins. Sharing a home-cooked meal with her family and discussing life around the dinner table is always the highlight of her day.
- Janeth Piña, 22, of Pharr, Texas: ArrozísiKnorr Verde Taught to cook by her mother and older sister, Janeth uses her rich Mexican heritage as the inspiration behind her recipe. A mother of two small boys, Janeth loves dedicating her time to creating new, zesty and well-balanced meals.
- Elba Isabel Gonzalez, 46, of Miami, Florida: Arroz a la Cubanisima A kindergarten teacher, Elba was inspired by the flavors and fond memories of her native Cuba where her grandfather was a chef. As a little girl, she intently watched her mother and grandmother cook and, to this day, uses many of their cooking tips to lovingly prepare meals for her family.
“Passing down recipes to future generations is an important aspect of keeping cultural traditions alive,” said Donna Barker, Marketing Director for Knorr. “No matter how simple or complex a recipe may be, we know that high-quality, authentic ingredients make a difference. For more than a century, Knorr has been a key ingredient in the Latino cooking heritage.”
More than half of Hispanics use Knorr in their kitchen – and Hispanics tend to cook nearly four dishes from scratch daily. Given that 14 percent of these are rice dishes, Knorr developed the two-phase campaign, which launched in March with a call for recipe entries.
Knorr will continue to support its Recetas Arrozísimas effort with a multimedia, integrated communications campaign that includes Spanish-language and in-culture English print advertising, public relations, online activation, social media outreach, signage and in-store events at hundreds of participating retail locations.
For contest rules, mail-in entry details and additional information, please visit KnorrSabor.com. No purchase necessary. Void where prohibited.
Knorr Bouillon is available in both Granulated and Cube form in flavors that include: chicken, tomato/chicken, beef and others across all major grocery stores and mass retailers. For varieties, recipes and other exciting ways to use Knorr Bouillon, visit www.knorrsabor.com
About Unilever North America
Unilever works to create a better future every day. We help people feel good, look good and get more out of life with brands and services that are good for them and good for others. Each day, around the world, we serve over two billion consumers. In the United States, Canada and the Greater Caribbean (Trinidad & Tobago, Dominican Republic, Puerto Rico) the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry's, Bertolli, Blue Band, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann's, Klondike, Knorr, Lipton, Omo, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America – generating nearly $10 billion in sales in 2009. For more information, visit www.unileverusa.com www.unilever.ca or www.unilevercaribbean.com
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 Knorr “Hispanic Bouillon Users: An Ethnographic Look,” developed by Multicultural CMI in conjunction with The Insights Works, Inc.July 24, 2007