Search for Nigeria’s Knorr best kicks off

Targeting consumer bond and a long-term volume generation activity, the brand owner of Knorr, a food seasoning from the stable of Unilever, has kicked off the second edition of Knorr Taste Quest. The TV show initiative is a cooking competition among Knorr consumers with final winner this year clinching N2 million, a brand new car and kitchen equipment.

The idea behind the show is to provide a platform for people to showcase their culinary expertise, as well as bring to the homes of consumers an educational cooking show in Nigeria. Season 1, which showcased the journey of 12 contestants battling it out in the kitchen for the title of Nigeria’s Best in culinary matters, saw Lalu Surdiham, Nigerian-resident Indonesian, who had also lived in Dubai and Ukraine, emerging as the winner. He was rewarded with a 2013 Hyundai Elantra car, N1 million and lots of kitchen equipment.

David Okeme, brand building director, Unilever Nigeria plc, told BusinessDay that season II promises to be more engaging and captivating, as “it is no doubt going to be bigger as the show will be having regional auditions in Lagos, Calabar and Abuja. The show is open to individuals who appreciate good food and are passionate about cooking. They need to be able to take up the challenge of exploring creative ways to cooking.”

Okeme said in season 1, over 6000 entries were received but 12 contestants were shortlisted to compete in the 13 weeks intense cooking competition, saying he was delighted that the initiative was impacting positively on the brand market penetration, as Knorr was growing ahead of the market.

Speaking at the unveiling of season 11 of the programme, Bolanle Kehinde-Lawal, category manager, savoury, Unilever Nigeria, while describing the modalities for the show, said interested consumers were to go to Unilever website and complete the entry form. “Shortlisted participants would be invited for auditions where 50 contestants would emerge. This number would then be whittled down to 28 contestants who would go head to compete for the grand prize. Contestants would be eliminated weekly based on how they perform on the various tasks assigned,” Kehinde-Lawal said.

Abimbola Ogunsemi, brand manager, Knorr, said in the season II, the winner of the show will walk away with a brand new car, N2 million and brand new kitchen equipment, as first runner up will get N1 million cash prize and brand new kitchen equipments, the second runner up will win N500, 000 and brand new kitchen equipment.

By: Daniel Obi