Knorr Vegetable Pasta

Knorr (Unilever), known for its innovative and flavourful products, wanted to introduce consumers to their latest creation: Knorr Vegetable Pasta. With 30% vegetables integrated into the pasta, the goal was to show that you don’t have to compromise on taste or texture to include more vegetables in your diet. To spread this message, they hit the road with an eye-catching kitchen setup and enthusiastic promotional teams.

The concept behind the campaign was simple yet effective – Knorr wanted people to experience first-hand that their Vegetable Pasta had the same great taste and bite as regular pasta, but with a healthier twist. To prove this, delicious pasta dishes were freshly prepared and served on-site with a simple tomato sauce.

Raising Awareness
“With this activation, we literally brought Knorr’s healthy message directly to the people – accessible, tasty and with immediate impact on the retail floor,” says Pascal Brouwer, Managing Director at Monsterscore (EAA Netherlands).
Our enthusiastic promotional teams distributed samples of the Vegetable Pasta, answered questions and provided information about the different variants. They also informed consumers about where to buy the products.

Eye-Catching Setup
We set up mobile kitchen units at high-traffic locations across the Netherlands and Belgium, including busy shopping streets and town squares. A homely atmosphere, created with vibrant decorations of fresh vegetables, Knorr Vegetable Pasta packaging and cooking utensils, drew people in and sparked curiosity.

Engaging Consumers
Passers-by were invited to taste the Vegetable Pasta with sauce and share their opinions. This live tasting experience attracted a wide audience and reinforced Knorr’s brand message of health and taste combined.