For professional chefs and Thai home cooks, making broth begins with a trusted ritual. It begins with chicken carcasses at the market, believing that true flavour comes from bones simmered slowly. This daily habit shapes kitchen culture across Thailand.

How do you convince people with a different idea that is not steeped in tradition and handed down from one generation to the next? Probably not with classic advertising – not through digital screens, hard-sell language or product benefit claims.

Instead Knorr and Youngster BKK placed their different idea right where decisions happen – the meat shelf.

Among the rows of real poultry they place something new. It looked just like a raw chicken but it wasn’t meat. 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.

The moulded 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.