Knorr World Eat For Good Day
Driving awareness for World Eat for Good Day
Knorr wanted to focus the world’s attention on how we can eat for the good of the planet not just ourselves. And therefore, alongside Mullen Lowe (a fellow IPG agency), they generated the idea of using a loved top dish to inspire consumers to try and eat more planet friendlier foods. And thus, they created the Plizza to mark World Eat for Good Day (19th February).
The purpose of the campaign was to utilise influencers to drive awareness of the Plizza and why it is important to make sustainable food swaps. The content was to give tips and tricks, plus the Plizza recipe for people to make it for themselves at home. For the US activation, we worked with 11 influencers who produced 58 posts. We orchestrated sending each influencer all the ingredients to produce two Plizza’s, and for two of our talent who were based in Chicago, they were able to have a ready-made Plizza delivered to their door!
A globally aligned campaign and a happy client
The strategy, toolkit and influencer brief that we compiled meant that there was a Globally aligned campaign delivered for Knorr. We are most proud of seeing the campaign come to life, adhering to the creative concept. For the US activations the creatives that were delivered across reels, stories, image posts and TikTok’s perfectly reflected what we had set out to achieve. We received amazing client feedback due to the successful outcome and the smooth activation process.