Today there are over 5.000 species of crops that we could be eating, and yet we are reliant on just 12 crops for the majority of what we prepare in our kitchens. Diversifying our food is therefore not just healthier for our bodies, but it builds a healthier and more sustainable future for our planet too. In line with their new positioning – illustrated by the ‘Future 50 Foods’ program – Knorr wishes to aspire its consumers to not always use the usual suspects for their meals, but to spice up their kitchen with surprising ingredients.


In our campaign “BRING THE SURPRISE BACK TO YOUR KITCHEN ” we want to emphasise the pleasure of eating diverse. To make people forget about having a 1.000th spaghetti bolognaise or beef stew and go for parsley root, coral lentils, white radish or millet instead. Using Knorr products in dedicated recipes, these marvellous products will awaken your sense of taste again.

The campaign was brought to life in OOH, POS and Social Media, and in partnership with Tribe Agency a PR campaign addressed influencers and journalists. With Spice Agency another activation was organised at the Brussels South train station.