Context Knorr soups are a winter staple in South Africa – rich, hearty, and perfect for a cold night’s sishebo or stew. But when summer hits, Knorr soups are the last thing on anyone’s mind. Challenge So, how do you make a winter comfort brand cool and relevant in the summer? Solution Knorr Kick Ass Ice Cream We flipped the script by partnering with local artisanal favourite Kristen’s Kick Ass Ice Cream to reimagine Knorr’s most-loved soup flavours – Chakalaka, Cream of Mushroom, and Minestrone—as ice cream. We sent these flavours to our favourite influencers and invited South Africans to taste the unexpected at an activation at Kirsten’s Kick Ass Ice Cream shop. The reactions were shared across social media — capturing genuine surprise, delight, and sometimes confusion, turning passive soup perceptions into a hot conversation. The results This summer stunt resulted in over 4.6 million impressions, and most importantly, it proved Knorr doesn’t have to wait for winter to be top of mind. By challenging expectations and embracing the unconventional, Knorr soups didn’t just become cool in the summer, they became one of summer’s most talked-about flavours in Mzansi.

Client/Brand: Unilever
Marketing Manager: Kerry Cuppusamy

Agency: MullenLowe
CEO: Sarah Dexter
Chief Creative Officer: Kirk Gainsford
Creative Director: Lwandile Fikeni
Art Director: Sydney Williams
Producer: Jackie Collins
Account Management: Sarah Dexter
Strategist: Daniel Steyn
Writer: Lwandile Fikeni

Film Production Company: 7 Films 
Producer: Kristen Filer
Editor: Hayden Brown, Carl Mason

Performance: BAS, Buhduhbuhduh

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