Cup-a-Soup Anytime Anywhere Contest Ended

Change people’s perception of Cup-a-Soup from boring to fun and exciting.

Start June 28, 2016 End July 12, 2016 23:59 UTC Deliberation Results Delayed
Start
June 28, 2016
End
July 12, 2016 23:59 UTC
Results
September 2016
Brief

Context

From Austria to Zimbabwe, we find soup on the tables of most countries, if not all, cooked in slightly different ways but recognizable as soup. Soup can take the form of a starter or appetizer, a hearty main, a snack or a meal on its own. Today, we’re looking at soup as a snack, for busy young people who don’t always have the time for a proper meal, but still want to fill up on something nutritious.

Young adults, aged 18-35, are busier than ever before. Work spills over into after-work hours; they’re always “on call” and there are so many different things that vie for their time and stomach. For them, a meal might not be the typical three meals a day, eaten at breakfast, lunch and dinner, but a series of smaller alternatives that fill the belly and give them the nutrition that they’re looking for.

Knorr is a well-known global food brand. It is a big player in bringing delicious soups to tables in many homes, and the same quality ingredients go into Knorr Cup-a-Soup. With its convenient on-the-go sachet format, Cup-a-Soup is perfect as a convenient and quick way to satisfy hunger pangs, bringing flavour to people’s lives anytime, anywhere, in just a minute.

Creative Challenge

Make Knorr Cup-a-Soup the first thing young adults reach for during the day when they’re feeling hungry and need a snack to quell their hunger pangs.

Instead of reaching for the usual snacks, like chocolate or potato chips, Cup-a-Soup is a lifesaver hot snack that can help satisfy those hunger pangs during the day. But when we think of soup, we think of the cliché that soup is something that’s “good for you” but that’s not exciting in any way. How would you change that?

What do you need to do?

  • Tell us a story that makes Cup-a-Soup a must-have in the day of a young adult’s life, that’s fun, exciting and once again relevant in their busy schedule, not just a “by the way” necessity.
  • Bring to life your story in the form of a poster with a tagline.
  • Answer these 3 questions:
  1. How is your idea different from the old boring clichés of soup being just “good for you”?
  2. How would your idea convince people to choose Knorr Cup-a-Soup over other snacking alternatives?
  3. How is your idea relevant to young people today?

Eating soup as a snack, while convenient and quelling hunger pangs, can been seen as functional and mundane. Your job is to turn the boring into an exciting and fun moment that young people can enjoy in the midst of their busy day.

Tips

The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.

Here are some things to think about when brainstorming your idea:

  • Think about what “a day in the life of” is like for young people aged 18-35; they may be busy in the office or they may be busy at school
  • What might these people find interesting or fun or exciting?
  • Our Cup-a-Soup audience faces many messages from many brands throughout their day that compete for their time and attention, in magazines, online, billboards, social media. How would your great idea grab their attention?
  • While we want new and exciting ideas to get young adults to drink soup, bear in mind that the Cup-a-Soup is young, smart, easy-going and friendly. It is not extreme and it is not over-the-top.

Example of a bad idea: A visual of Knorr Cup-a-Soup packed with fresh vegetables and herbs to convey nutrition in a cup. While this is definitely not wrong, it’s very functional – we want to make soup exciting and fun again to young people, not just the cliché of what goes into a soup, even if it’s fresh and nutritious.

Prizes

Jury's Prize

  • #1 Prize €3,000
  • #2 Prize €1,500
  • #3 Prize €500

Format

1st page poster with a tagline; 2nd page answers to the three questions (max 2 pages PDF).

Winning Criteria

Your ideas will form the inspiration for Knorr Cup-a-Soup campaigns for people aged 18-35 over the next few years so it’s important to be creative. We are looking for fun and exciting ideas that will engage them and get them to ditch the clichés of soup and think about it in a totally new light. How can you get them to love Cup-a-Soup?

Guidelines

Guidelines for this contest

  • Entries must be in English only.
  • Please use the cup and logos provided in the creative toolkit
  • Selected entries will be used on the Internet. Authorizations and licenses to use protected elements (incl. music, photos..) must be compatible with Internet broadcasting. You must be able to provide a written proof of these authorizations and licenses at any time.

eYeka standard guidelines

  • Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
  • Keep the source files / working files of your entry until the winners have been announced as they may be needed.
  • Your participation must comply with the rules you accepted when you joined the contest.
  • Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
  • You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
  • Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
  • Any entry that fails to comply with these rules will not be considered for the contest.