Knorr and YOUNGSTER BKK redefine in-store media with a poultry aisle provocation

For professional chefs, making broth begins with a trusted ritual. They reach for chicken carcasses at the market, believing that true flavor comes from bones simmered slowly. This daily habit shapes kitchen culture across Thailand. Rather than interrupt it with advertising, Knorr and YOUNGSTER BKK placed an unexpected idea right where decisions happen.

This bold move turned an ordinary meat shelf into a surprising media moment. Among the rows of real poultry sat something new. Chefs reached for what looked like a raw chicken, only to discover it was not meat at all. Inside the expertly crafted form was KNORR Chicken Flavoured Broth-Base. When chefs reached for bones, they found something that challenged everything they believed about broth.

This idea, developed by YOUNGSTER BKK, was more than a visual twist. It was a bold challenge to tradition, delivered not through digital screens, hard-sell language, or product benefit claims but through smart physical placement. The molded chicken matched the look and feel of the real thing, quietly blending in until the moment of surprise. It asked chefs to reconsider what broth could be, not with persuasion but through provocation.

Made with quality chicken meat, fat, and flavors, KNORR Chicken Flavoured Broth-Base delivers the same rich, golden stock as tradition while offering a simpler and more efficient solution.

The chicken was not real, but the impact certainly was. It made chefs pause, rethink, and talk. With no digital media, no hard sell, and no disruption to routine, the idea created a memorable moment by design. It proved that when insight and a simple clever idea meet the right timing in the right space, even a shelf in the meat section can become a powerful platform for change.

With this campaign, Knorr and YOUNGSTER BKK redefined how product, placement, and behavior can come together to shift perception. Not by standing out loudly but by blending in with purpose and creating a moment that connects to convert.