Knorr pushes influencers to 'dare to try' new foods for the sake of the planet

Campaign from IPG agencies includes creator and brand content aimed at getting Gen Z to consider food choices

Published On
Feb 21, 2023

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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."



Feb 21, 2023
Client :
Client :
Agency :
Agency :
Global Vice President :
Frank Haresnape
Global Director :
Niek de-Rooij
Senior Manager - Digital and Brand Say :
Mar Corazo
Lead Creative Chef Brand Development :
Maurits van Vroenhoven
Global Media Manager :
Valeri Morfirts
Global Communications Manager :
Joanna van Lynden
Global Business Lead :
Alan Bell
Global Creative Director :
Alex Okada
Global Creative Director :
Carlos Rodriguez
Managing Partner Strategy :
Rebecca Morgan
Global Group Account Director :
Sherneur Coutinho
Strategy Director :
Becky Geiringer
Strategy Director :
Denis Camargo
Junior Strategist :
Andrea-Jane Morris
Executive Strategy Director :
Marianne Blamire
Head of Integrated Production :
Trudy Waldron
Head of Broadcast Affairs :
Simon Sole
Creative Director :
Mark Ibaviosa
Creative Director :
Sergey Mastobaev
Executive Creative Director :
Daniel Kee
Executive Creative Director :
Shengjin Ang
Group Account Director :
Anne Albano
Senior Account Manager :
JaiLi Cho
Copywriter :
Liyana Hidhir
Art Director :
Joy Christina
Junior Art Director :
Kin Lin Low
Account Director :
Hannah Scott
Account Manager :
Katie Calderwood
Account Executive :
Grace Apantaku
Agency :
Weber Shandwick
SVP Client Experience :
Margriet de Ruijter
SVP Client Experience :
Peter Rogers
Account Director :
Harry Yeates
Creative Agency :
Swamp Motel
Creative Director :
Clem Garitty
Lead Creative :
Peter Hobday
Lead Producer :
Tom Frain
Account Director :
Pip Knight
Director :
Ben Hanratty
Editor :
Alex Cribbs
Producer :
Emily Koppit
Production Designer :
Rebecca Brower
Art Director :
Isabella Van Braeckel
Media Agency :
Global Business Group Lead :
Gemma Parkes
Global Strategy Director :
Nil Tekşen
Global Strategic Manager :
Kevin Lesueur
Global Accounts :
Sonya Gonzalez Mier

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