The Problem
In a market flooded with bouillons and seasonings, Knorr needed to defend its iconic Chicken Cube against price-driven and MSG-free competitors.
But this wasn’t a technical battle — it was a taste one.
But this wasn’t a technical battle — it was a taste one.
How do you prove that just one cube can elevate a dish by unlocking its full flavor — especially the rich, satisfying taste of chicken?
The Problem
Flavor doesn’t just enhance a dish — it activates it.
When food tastes great, it’s as if something deep inside it comes alive.
With Knorr, the flavor isn’t added. It’s unleashed.
When food tastes great, it’s as if something deep inside it comes alive.
With Knorr, the flavor isn’t added. It’s unleashed.
The Story We Told
We visualized the exact moment when flavor bursts forth.
In a high-impact print campaign, chickens explode from everyday meals —
noodles, rice, vegetables — as if the essence of chicken had been hiding inside all along.
In a high-impact print campaign, chickens explode from everyday meals —
noodles, rice, vegetables — as if the essence of chicken had been hiding inside all along.
Every element — feathers, seasoning, flying cubes — freezes the flavor in motion.
It’s surreal, funny, and impossible to ignore.
It’s surreal, funny, and impossible to ignore.
Each execution dramatizes the effect of a Knorr Chicken Cube:
A single cube doesn’t just season your food. It brings the flavor out.
Agency: Lowe and Partners Vietnam
ECD: Carlos Camacho
Art Directors: Jaime Duque, Martin Coppola, Kumkum Fernando.
Photography: Jeremy Wong