Market research conducted by Knorr, however, discovered that 80 percent of young people aged 23 to 27 lack confidence in their cooking skills. When these young adults eventually become parents, they might still not have the confidence to cook for their own families, especially if they’re working and are pressed for time.
This particular finding led to the creation of Knorr’s new “Sarap ng #LutongNanay” campaign and the launch of actress and celebrity mom Carmina Villaroel as its endorser.
“The aim of this campaign is not for mothers to begin whipping up fancy, complicated dishes. It also isn’t about how many times they cook in a week. We simply want more parents to cook with and for their children,” said Jessica Inocencio, senior brand manager handling Total Knorr.
Celebrity mom
“So many people eat out now and there’s nothing wrong with that; it’s a treat. Only thing is, you’re not exactly sure what goes on behind the restaurant’s kitchen doors. When you cook for your family, you can control what goes into each dish you prepare,” Villaroel told Inquirer Lifestyle.
She then narrated how she began cooking for her family after her husband Zoren Legaspi took up cooking classes.
“He’s the one who’s really interested in cooking, so I thought, I can do that, too. The first dish I cooked for my family was tinolang manok (chicken and papaya in ginger-infused broth). They loved it! My children are really appreciative, and Zoren is very supportive,” said Villaroel.
“I end up having to cook sinigang twice because my kids have different likes. I still find it very fulfilling because I’m able to cook for them,” Villaroel said.
The ties that bind
“What continues to fascinate me is how the brain instinctively knows that certain flavors and foods have the power to mean more to us than just sustenance. Even over time and distance, when we taste mom’s cooking, it transports us back to a special place and a unique memory,” he added.