Works / Knorr

Thirty seconds to make a packet taste like a pot.

Client

Knorr

Sector

Food

Scope

TV commercial

Product

Creamy Three Mushroom Soup

Year

2017

/ The brief

Every soup brand promises warmth. Only some of them are believed.

A new variant in a crowded category, launched on television to a mass audience. The category is saturated with the same claim, so the argument cannot be made in the copy line. It has to be made in the room the film is set in, and in the face of the person eating.

So the argument is made in the room rather than in the claim. The product does its work quietly and the screen time goes to the people around the table, which is the older and more reliable way to sell food.

Knorr Creamy Three Mushroom Soup television commercial

TV commercial, 2017 · Concept and production by Pine-up · Watch on YouTube

/ The work

Concept, script and production handled end to end, cut for the television slot and its shorter digital versions.

Concept and scriptWritten around a single reaction rather than a product demonstration.

ProductionCast, location, shoot and post, delivered for broadcast.

VersionsThe television cut and its shorter edits for digital placement.

/ The outcome

A launch film for a variant nobody was waiting for.

TelevisionA national broadcast commercial for the Creamy Three Mushroom Soup launch.

One idea, several lengthsBuilt so the shorter cuts keep the reaction rather than losing it to the product shot.

CategoryMade for a shelf where every competitor claims the same thing, and the only thing left to compete on is credibility.

Commercial produced by Pine-up for Knorr. Brand and product belong to the client.