For Unilever Food Solutions Belgium, we created Cirque de la Sauce: a theatrical dinner show in Brussels designed to launch the new packaging and expanded Knorr Professional Garde d'Or sauce range. Through a strong mix of foodservice marketing, B2B communication and premium brand experience, we brought together strategic buyers and decision-makers around innovation, Future Menus and brand storytelling.
The Challenge
In a highly competitive professional market, Unilever Food Solutions wanted to make the Garde d'Or renewal both visible and tangible. The ambition was not just to present what was new, but to strengthen the brand's position as premium and future-focused. At the same time, the concept needed to be scalable, allowing it to evolve over time and connect with broader themes such as Future Menus.
Bringing the concept to life
We developed the overarching Cirque de la Sauce concept as a multi-sensory brand experience with sauces at the heart of the story. On September 17, guests gathered at Event Lounge Brussels for an evening of storytelling, scenography, culinary refinement and live entertainment.
To give the event depth and relevance, we integrated Future Menus as its content backbone. Guests discovered inspiration from the Future Menus Trend Report 2024, built on insights from UFS chefs and chefs around the world, translated into tangible menu ideas. Three trends took centre stage: doing more with less, putting vegetables in the spotlight, and reimagining comfort food with a contemporary twist.
We also gave the product innovation a clear and compelling platform. The renewed liquid sauce range, including Knorr Professional Garde d'Or and Demi-Glace, was presented through its new packaging and, for many variants, improved recipes. We highlighted the ease of use and flexibility for chefs, as well as the fact that 9 out of 11 varieties are gluten-free - a relevant benefit for professional kitchens responding to changing dietary needs.
The culinary experience featured sharing dishes inspired by Future Menus, alongside main courses by Michelin-starred chefs Yves Mattagne and Wout Bru. Acrobatic performances reinforced the cirque atmosphere and turned the launch into a memorable brand moment. From communication and visuals to the full on-site experience, we developed every touchpoint from A to Z with a continuous focus on both brand building and sales support.
Beyond the final course
The launch was experienced as an exclusive culinary journey that resonated long after the evening itself. Garde d'Or emerged with a stronger premium and future-focused positioning within Unilever Food Solutions and Knorr Professional. The event also helped build deeper connections with strategic decision-makers and reinforced thought leadership around quality, convenience and Future Menus.
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