Kickstarting a Movement To Drive Awareness on Eat for Good Day
ITB’s objectives were twofold; to drive awareness of the new ‘Eat for Good with Knorr’ brand campaign and inspire action by encouraging audiences to future-proof their favourite recipes. Through talent and influencers, we wanted to drive the Knorr mission to get 2BN people to ‘change the world by changing what’s on their plate’.
Marrying Credibility With Reach and Relatability
We ideated and executed a multi-layered strategy that activated three segments of influencers across 8 markets. First, a globally known hero Chef to educate a broad audience on the campaign messaging of Eat for Good; second, additional food experts from around the world to provide recipe inspiration using Future 50 Foods, and third, a group of lifestyle talent from the wellness, fitness and sustainability communities to showcase the ease and wealth of benefits to changing what’s on your plate. The creation of a culinary unboxing mechanic created a surprise and delight moment, with a burst of dynamic content going live on Eat for Good Day on February 19th, followed by a series of IG static posts, IG Stories and Reels, utilising the full suite of Instagram surfaces to educate, inspire and drive change.
Creating an Impactful Moment
Strategic casting of different segments of influencers ensured we hit all objectives and communicated the importance of the campaign messaging authentically to a broad audience. Engaging those already passionate in the category led to over-delivering on content and exceeding targets for reach and impressions, delivering mass awareness for the campaign messaging.