ClientKnorr
Services Brand Purpose, Creative & Strategy, Through The Line
The 19th February 2020 was ‘World Eat for Good Day’, and what better time to launch Knorr’s new purpose campaign? Knorr’s ground-breaking film featured ‘Eativists’, real people with a real passion for positively impacting the planet through their plate.
The film was supported by an entire eco-system of powerful brand-led communications, helping to show consumers that by swapping just one ingredient on their plate for a tasty nutritious food, they can help make the planet a better place. There are three major barriers to changing the way people eat – desirability, accessibility and cookability – and the campaign is a simple and compelling way to enable anyone, anywhere, to act.
The MullenLowe and MullenLowe salt team wove together five key campaign elements:
Support Knorr’s commitment to ‘reinvent food for humanity’, helping them to fulfil their ambition to get food that is good for people and the planet on seven billion plates by 2025.
A unifying idea that can drive all communication: Eat for Good.
Identification of a target audience – ‘Eativists’.
A brand call to action to ‘Change the world by changing what’s on your plate’.
An integrated, multi-channel campaign, linking paid media and social, digital, PR and influencers.
