Liebig is known for its delicious soups, carefully prepared with 100% natural ingredients. The brand offers easy, tasty, and wholesome soups that are accessible to everyone. Alongside its classic range, Liebig also introduced an exotic collection featuring flavors inspired by cuisines from Thailand, China, and Morocco. This range, called Soup of the World, is equally made with 100% natural ingredients. Exotic flavors are becoming increasingly popular across different food categories and strongly appeal to a younger audience looking for new and exciting taste experiences.

With this UGC campaign, the goal is to create awareness around the Soup of the World range by Liebig. The main focus was on the first four variants: Thai, China, Morocco, and Mexico.

The key message highlights how Liebig offers a vibrant range of exotic soups that take you on a flavorful journey in just minutes. Perfect for unwinding after a long day or adding a moment of escape to a busy schedule, Soups of the World brings international flavors straight to your bowl.

To bring this concept to life, we collaborated with two Dutch- and French-speaking UGC creators. Based on two creative directions, ‘Taste of Memories’ and ‘A Dinner with Liebig’ the creators developed content in their own authentic style, adding a personal touch while staying aligned with the campaign’s key message.The result was relatable and engaging content that naturally connected Liebig’s exotic soups to emotion, comfort, and everyday moments.