We proposed carrying out a field promotion but not at the point of sale. Our idea was to hand out 'dinners' to people heading home from work. And so we did.300,000 shopping bags filled with a 500g portion of delicious KNORR pumpkin soup and a 'Burli' (crispy roll) were given away by dozens of students dressed as farmers at specially designed market stalls. The people also got a brochure where they could read about all the benefits of the product, provide feedback such as purchase intentions and could take part in a competition.

After the promotion the sales figures for KNORR liquid soup rose 30% (Nielsen).