Unilever's Knorr brand has turned to the power of influencers and creators to get Gen Z consumers to "dare to try" new foods for the sake of the environment.

In a campaign that seems to take a leaf out of the "I'm a Celebrity Get Me out of Here" playbook, it's using creator content, brand content, PR and real-life experiences to drive engagement with Gen Z on TikTok. Video content brings 11 well-known influencers from different countries  together for a game of "Truth or Dare" in which they have to try, for example, eating insects.

The campaign, a joint effort by IPG agencies MullenLowe, Weber Shandwick, R&CPMK and experience agency Swamp Motel, is designed to demonstrate that dishes can include different ingredients that represent more sustainable choices, and urges people to be more considerate about what they eat. Knorr has created a series of recipes that people can try. 

"Food is the strongest lever to optimize our health and improve environmental sustainability," said Niek de Rooij, Global Masterbrand Director Knorr, in a statement. "Of course, we are not asking people to start eating insects from now on, but we would like to invite them to think about the impact their plate can have on the planet. And there are plenty of better options such as the simple and delicious recipes we created with our chefs. We hope these dishes will inspire people to discover new, fun ways of cooking with vegetables and plants.”

“Knorr wants everyone to eat for good, which means we need to think differently about the food we put on our plates," added Alan Bell, global business director at Unilever.  "We also know that younger audiences really believe in purpose, but consume so much content daily through TikTok and other channels that getting attention means breaking through the clutter. #KnorrDareToTry brings this to life through creator-led activations and branded content, meeting them where they are and in a language they use every day."