Unilever Food Solutions
Where sauce became the show
A theatrical dinner show in Brussels to launch the new Knorr Professional Garde d'Or range. Strategy, concept, creative and activation in one.
The challenge
Chefs have seen every product demo there is. Launching a new professional sauce range meant cutting through an audience that is professionally sceptical, in a category where taste is everything and attention is scarce.
Our approach
We turned the launch into theatre. A dinner show in Brussels where the range was not presented but performed: course by course, chefs experienced what the product does in a real kitchen rhythm. Strategy, concept, creative and activation came from one team, so the story on stage matched the follow-up in market.
The result
The shows filled up and the range became the talking point of the trade. Sales conversations after the event opened warm instead of cold, and the concept travelled on to other markets.
The work in frame
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