We turned around the pot with Knorr

Ask any marketeer what they want to see for the launch of their new product and they’ll all answer: the product. In big. BIGGER. But to launch the new, fresh Knorr soups, we turned things around.

For many consumers, looking at the back of the product to read the list of ingredients has become an almost natural reflex. If you do this with the new fresh soup from Knorr, you’ll notice it contains 100% natural ingredients, nothing more. To launch it, we created a campaign that took a surprising turn. A 180° turn to be more precise, focusing on the most important part: the back label. By far the best ad for these new, fresh and100% natural soups.