Tinola (or chicken soup) is one of the most loved Filipino dishes. Still, there are people who don’t like Tinola and there are deeper reasons behind it. Our research tells us why: it’s because they don’t know how to cook it right.

We want to change their perception of a dish they judge as "bland," by teaching them how to make the correct and best-tasting version. And we all know a delicious Tinola is made with Knorr Chicken Cubes.

To resonate with its target audience, Knorr didn't want to make another boring cooking video. Our task was to create an attention-seeking execution that teaches as it entertains.

Contributed to +9% Sales Growth of Knorr Chicken Cubes (Aug - Oct '22 vs LY)

12.9M Total Impressions

176K Total Engagements (including Likes & Retweets)

+41% Increase in Brand Positive Sentiment

61% in Digital Awareness (vs 56% LY)

+5pts Increase in Brand Relevance (vs LY)