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
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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."
Credits
- Date
- Feb 21, 2023
- Client :
- Knorr
- Client :
- Unilever
- Agency :
- MullenLowe-London
- Agency :
- MullenLowe-Singapore
- 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 :
- Mindshare
- 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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