How to make consumers try more diverse and sustainable ingredients in their home cooking and do this in an impactful and visible way? Easy peasy, lemon squeezy! In comes the Knorr Bulk Shop Billboard concept.

 

We set up a temporary (free) bulk shop in Belgium's largest train station, where people could take home their own portions of millet, lentils and new recipe inspiration!. Result? 300 000 people passed by and many thousands of them went home with new recipe inspiration.