Brand owner: Unilever
Lead agency: PHD Taiwan
Contributing agencies: Dentsu One, Omnicom Media Group
Industries: Sauces, seasonings, condiments
Media channels: Competitions & contests, Content marketing, Social media, Voice, chatbots, Word of mouth, influencers
Budget: Up to 500k
Knorr found that the best way to correct consumers’ misperception of its corn soup ingredients would be to bring its natural ingredients to the forefront. The team found that many children in Taiwan usually eat corn but are unfamiliar with where corn comes from and what it originally looks like.
Thus, this campaign brought nature to kids by enabling them to plant corn. In this way, kids could not only have fun but also gain further knowledge about nature. Moreover, parents (and other consumers) would understand that the corn used by Knorr is perfect for making high-quality corn soup.