Brief Description: Knorr faced a challenge when it launched its new Knorr Stock Pot: communications needed to convince a seemingly happy stock cube user to trade-up to the new product while minimising cannibalisation of Knorr’s existing range. The strategic solution was to show the Knorr Stock Pot not as a premium cube, but as a convenient alternative to stock made from scratch. The creative treated the Knorr Stock Pot in a different way from how standard cubes had been communicated; first the campaign heroed the Stock Pot by treating it as food, rather than an ingredient and then it replaced ‘mum’ as the ultimate authority on homemade taste with Marco Pierre White, a Michelin starred chef. The campaign generated a ROMI of 1.28:1, and payback of the project’s total costs is expected to be achieved three years earlier than expected