Knorr ‘Green Gursha’

Knorr ‘Green Gursha’ Case Film

ABOUT THE WORK
A deep cultural insight & a bold authentic idea that led to measurable results: At the heart of this campaign lies gursha — a sacred Ethiopian tradition of hand- feeding a loved one the best part or best bite on your plate. This act of gursha is more than just a gesture, it’s a symbol of love, community, and identity. Changing this deep-rooted tradition was unthinkable in a country a culturally proud as Ethiopia – a country that rooted in its ancient customs and traditions. By adding greens — a key nutritional gap in the Ethiopian diet — to the cherished ritual of gursha, the campaign preserved cultural authenticity while introducing better health habits. The idea wasn’t to fight tradition, but to work with it, and possibly evolved it to address Ethiopia’s present and future nutritional challenges. Real, Measurable Impact: Before campaign: Only 48% had ever tried greens in a gursha. After campaign: 79% had — a 65% increase in adoption. That’s not just behavioural change. It’s cultural evolution, driven by a brand. Brand Purpose in Action: Knorr’s mission to “reinvent food for good” came to life in a way only possible in Ethiopia. Green Gursha was not just about nutrients, it was about culture, community, love, and health — all delivered through one simple, meaningful action.