Campaign: Knorr wished to communicate the new, improved formulation of their Cup-a-Soup range with a relaunch campaign. The focus was that the new soups contained real vegetables and not simply vegetable flavours. AG!LE was briefed to develop a campaign that would communicate that the range had real ingredients without making any extreme claims. The campaign also needed to appeal to mothers and children and cut through the instant soup category clutter. In response to this brief, AG!LE developed the Goodness on the Go Campaign that used illustrated vegetable characters to communicate the real ingredient message in a fun and engaging manner. In addition to designing all campaign elements, AG!LE made 3D prototypes of point-of-sale material for global brand office approval. Please note that AG!LE was in no way responsible for the procurement or supply of the defective Knorr Cup-a-Soup mugs.
Campaign concept and VI development
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