At the start of 2016, Unilever Food Solutions was planning a campaign for the Knorr brand in Germany, Austria and Switzerland. The objective was to convince professional chefs of Knorr's quality and foster loyalty for the brand.

The campaign was accompanied by a loyalty promotion, including a chance for customers to win attractive prizes such as a high-quality knife set. Reflecting the important role of the knife in a chef's work, we featured three real chefs from the different countries with their chosen knives.

They looked confidently at the camera and delivered the message: anyone who insists on quality for their knife should apply the same high standard to the products they work with.