To generate peoples' participation we decided to include them in the idea.We created a battle between Chefs from different countries where they had to prepare their own campaign and convince people to vote for them. The winning Chef would raffle trips to his country of origin as prizes.A first commercial informed the mechanics. On the next commercial, each Chef had his “campaign”; there was an invasion to a rival chef’s spot and a pitched fight between the chefs.We created a Help Center for the Indecisive which worked 24 hours, to assist those who didn’t know who to vote for. It had its own commercial and space in the web.The campaign was developed on TV, print, Internet and radio.

The result was clear and conclusive: According to the client, Knorr’s Clear Soup and Flavour in Cubes registered a 25% increase compared to the same period the year before. The promo’s goal was accomplished.