Unilever’s Knorr launches “Eativists” global campaign
Unilever-owned food and seasoning brand, Knorr has launched “Eat for good”, a global campaign encouraging people to change the world by changing what’s on their plates.
The global campaign targets “Eativists” – people who believe food can be a force for change and consciously choose food that is good for themselves and the planet. Launching to coincide with the World Eat for Good Day, the campaign is tasking viewers to swap one ingredient in their routine meals for a nutritious food that is better for the planet.
Global brand vice-president, Knorr, April Redmond said: “We developed the campaign to help people to realize that what they eat has the power to change the world for the better. World Eat for Good Day is a significant next step in our mission to reinvent food for humanity.
“Our ambition is to make eating a wider variety of foods that are better for us and the planet, taste great and easy to cook up. We aim to get food that is good for people and the planet on seven billion plates by 2025.
“Together with partners such as Mr Potato Head, WWF UK, the Chefs’ Manifesto Network, GRO Intelligence, ReNature and influencers, we are proud to be building a community around this ambition for the health of people and the planet.”
Created by Gavin Nastili and Tarik Bedevi, and directed by Toby Dye through RSA Films, the campaign launches with a film titled “Eativists” featuring real people who are passionate about making an impact on the world through the food they eat.
Alan Bell, IPG Team Knorr global business lead, announced: “Knorr is one of the most complex, with more than 15,000 SKUs [stock keeping units] and multiple different lead products across 70+ markets. To create a new brand communications idea that seamlessly connects our purpose to what we do and what we say, we harnessed the strategic and creative skills of our IPG agencies around the world and across disciplines.”
“And we treated the client as one of us, iterating on an almost daily basis. Ironically, having all our teams working remotely actually aided this process, as the usual barriers of geography and different agency processes disappeared thanks to the miracle of technology.”
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