Knorr wants everyone to eat for good, which means we need to think differently about the food we put on our plates. 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.
Knorr #DareToTry
So pleased to present our latest piece of work for Knorr!
This work by Knorr brings together 11 international content creators for a unique game of truth or dare.
The game spotlights the truths about the effects of food production and consumption on the world’s ecosystems, and dares participants to eat differently for the good of the planet with Knorr.
The campaign is designed to demonstrate that dishes can be delicious and daring, exploring less common ingredients that represent more sustainable choices.
The campaign presents a collaborative effort from IPG agencies; MullenLowe, Weber Shandwick, R&CPMK and experience agency, Swamp Motel. Working closely with Unilever, they have brought Knorr’s brand purpose to life through a hybrid communications approach, using creator content, brand content, PR and real-life experiences to drive engagement with Gen Z on TikTok.
Alan Bell
Global Business Director, IPG Team Unilever
