A dry soup doesn´t look very natural. And although vegetables that go into Knorr soups are carefully sun dried and ground without chemicals, it´s still very different from the actual thing.So we thought people needed to come in direct contact with the ingredients that go into Knorr Soups. That´s why in the vegetable and fruit sections of supermarkets we changed plastic bags for bags which resemble Knorr Soup packs. So people would put natural ingredients in their soup packs. Just like Knorr soups are made.

Through one on one interviews with consumers in the supermarkets where we implemented the bags, we learned Knorr´s top of mind went up. Also, sales increased an average 18%.