The “Battle of the Chefs”, consisted of a battle between chefs from different countries. Each had his own spot to convince people to vote for him. The winner would raffle trips to his country among the voters. Various commercials were made to compete against each other, so the battle took place in the media.Some commercials were boycotted by other rival chefs; others were invaded by the competitors. There was a commercial where a pitched battle was unleashed among everybody, which put an end to the promo. This whole battle took place in television, print, radio and the Internet. And the different media interacted in different ways, for instance, A Help Center for the Indecisive was created and worked for 24hs; one could have access to it by calling a toll free number, or visiting a website created for that matter. A TV spot showed a parody of a testimony and led people to the website.

The result was the involvement of more than 120.000 people, and a 25% increase in Knorr’s Clear Soup and Flavour in Cubes sales, compared to the same period the year before. There was a great involvement through the web, where the people’s participation was reflected through questionnaires, and through messages to the chefs.