Bangkok--5 Oct--Ogilvy Public Relations Worldwide New Knorr’s reality show “Talui Krua Pua Tua Lek” sets to entertain and educate kids on how to enjoy healthy vegetable dishes Knorr by Unilever campaigns for additional consumption of only two more bowls of vegetable soup a day to meet World Health Organization (WHO)’s daily recommended vegetable intake for better health. Central to “The Goodie Campaign” is an entertaining yet educational reality show in which three celebrity families will demonstrate and explore new tricks on how to prepare delicious veggie dishes with a little help from Knorr Cube, the “heart of soup”. Explaining the reason behind the making of the reality show, Mr. Jerome Charachon - Vice President - Foods and Ice Cream, Unilever Thai Trading, said, “Despite WHO’s recommendation for kids to eat 400 grams of vegetables a day, it’s shocking to learn from various health reports from the Thai Health Ministry, health and nutrition institutions, as well as Unilever’s own research that Thai children eat only one third of the WHO’s recommended daily intake of vegetables. And, this means an alarmingly increasing risk for Thai children to develop serious and even deadly diseases, such as intestinal cancer, high blood pressure, diabetes, etc. “As a leader in the global food industry, we have the responsibility towards consumers. Our mission is to add vitality to consumers’ life and inspire consumers to pay more attention to both taste and nutritional value of their foods. We have been focusing our efforts on researching, developing and offering quality products that make people look good and feel good. With this, we are now holding 38.5% market share. We are also committed to promoting Thai youth health by encouraging them to develop the correct eating habits by eating more vegetables. Starting from the easy-to-eat and delicious vegetable soup, young kids will discover that vegetables are more delicious than they think. Knorr cube made from real bone-boiling broth will make it easier for young children to eat additional two bowls of vegetable soup to complete the WHO recommended daily intake of vegetables.” To demonstrate to kids that vegetables are tasty and influence their eating habits, Knorr has initiated Thailand’s first-ever TV reality show, “Talui Krua Pua Tua Lek” (Kitchen Adventure for My Kids), that will entertain the audience and at the same time educate parents on how to prepare delicious, nutritious and healthy meals for their children. With Knorr’s Bt40 million investment, the reality show invites the audience to have a peek on the lives of three celebrity families, Pui-Pimolwan Suppayang, Tak- Siriporn Yooyord, and Yai-Fundee Janyathanakorn with their young children. The reality show will zoom into their kitchens to allow the audience to see the everyday battles with their kids to get them to live healthy, and what techniques each of them uses to finally convince their kids to eat more vegetables. Well-respected nutritionist and pediatrician will also be present to give the audience some advice throughout the 13-week period. The reality show will be aired on Channel 5 every Saturdays from 12.30-13.00 Hrs for 13 consecutive weeks, starting from October 6, 2007. “Reality show is a new marketing tool that best suits the market’s needs. We know that Thai people love to be entertained, and they like to see and know what famous people do in their everyday life. Our new reality TV show, therefore, combines all these elements together — “sanook”, celebrity and education. Through the TV show, we hope to send a clear message of health promotion to the audience. With a highly-experienced production team, the show will be more exciting and fun. We will also provide an opportunity for the audience to participate, which will generate more brand awareness,” said Mr. Charachon. The audience can participate by airing their opinions live on TV and vote for their most favourite family with the best techniques. At the end of the program, the votes will be turned into cash donation to three children’s foundations earlier selected by the three participating celebrity families. Knorr will also provide a full-year supply of Knorr products to all three foundations selected. “Allowing the audience to participate by airing their views and voting for the featured family and a chance to be the winner of the week is a key tactic to reach our target customers, create a stronger bond between the target customers and our brand, as well as generating more brand exposure on TV. The series will also bring our brand into our customers’ mind,” added Mr. Charachon. Unilever Group of Companies in Thailand is a leading fast moving consumer goods company with a strong presence in Thailand for more than 70 years. Unilever offers Thai consumers with a wide range of leading brands that add vitality to life of Thai consumers in four categories. Home and Oral Care products include Close-Up toothpaste, Breeze, Omo and Surf detergents; Comfort Fabric softener; Sunlight dishwashing liquid; Vim floor cleaning products. Personal Care products are Sunsilk, Clinic Clear and Dove hair care products; Axe and Rexona deodorant; Dove, Pond’s, Vaseline, Citra skin care products and Lux. Foods and Ice cream products include Wall’s Ice Cream, Knorr, Lipton and Bestfoods. Unilever Network is a direct sales business within the group. Issued on behalf of : Unilever Group of Companies in Thailand For further information : Pongtip Thesaphu Corporate Relations and Communications Director Unilever Group of Companies in Thailand Tel. 0 2554 3430 : Punchama Chatchen ([email protected])/ : Ninrat Deesomsuk ([email protected]) Ogilvy Public Relations Worldwide Limited Tel. 0 2205 6618, 0 2205 6615