THE SORRY CHICKEN
A chicken broth base disguised as fresh chicken, slipped onto the market shelf to meet chefs at the exact moment they decide.
The translation and summary on this page were generated with AI. Some expressions or proper nouns may be translated inaccurately, so please check the English original for the precise content.
AI Translation Summary
Knorr Professional set out to win a place in Thai chefs' consideration, not by arguing but by ambush. Its Chicken Broth Base was disguised as fresh poultry—"The Sorry Chicken"—and placed among real chickens at markets and supermarket meat counters. The shelf itself became the medium, intercepting the decision the instant it was made.
Cultural Context
In Thai professional kitchens, a deeply held belief holds that the best broth can come only from fresh chicken, so chefs head straight to the fresh-poultry aisle of the wet market without comparing alternatives. "The Sorry Chicken" plays on that ritual, apologizing for the deception while inserting the product exactly where the habit lives.
Entry Information
Summary
Knorr Professional’s Chicken Broth Base is designed for chefs and restaurant operators. However, in Thailand, it was never considered. The objective was not to change perception, but to enter chefs’ consideration at the exact moment of decision.
Strategy
In professional kitchens, the real competition isn’t other brands. It’s a long-standing belief. That the best broth must come only from fresh chicken. This belief dictates behavior. Chefs don’t compare options. They go straight to fresh poultry. So instead of trying to change what chefs believe, we changed where they decide. Introducing The Sorry Chicken. Knorr Professional’s Chicken Broth Base disguised as fresh chicken. By placing it directly among real poultry, we inserted the product into the decision-making moment itself.
Execution
The idea was executed within physical retail environments, specifically fresh markets and supermarket meat sections. The product was placed directly alongside real chicken, without signage, traditional media, or promotional messaging. This deliberate placement disrupted routine behavior at shelf, forcing chefs to stop, question, and reconsider the product. The retail space became the medium. The shelf became the point of communication.
Results
(Sales, Impact, Market Penetration, Behavior Change) Within three months, the campaign delivered measurable impact. • In-store visibility increased by 312%, driven by disruption at the point of purchase. • The campaign generated over 500,000 interactions within professional communities, expanding influence among chefs. • Sales grew by 38%, proving that entry into the decision moment translated into trial and purchase. • Most importantly, behavior changed. Chefs who previously bypassed the category began considering the product as part of their ingredient selection process.