The food brand Knorr has joined forces with advertisers Mullen Lowe to launch a new campaign to get people thinking differently about sustainability and the food choices they make. The daring recipe ideas even feature insects!
The Dare To Try initiative, which launched to mark World Eat For Good Day, is designed to highlight under explored ingredients and showcase more environmentally-friendly choices.
The campaign takes a hybrid approach and uses a mixture of creator content, brand content and real life experiences to engage Gen Z on social media platform TikTok.
In a partnership between the well-known soup producer and media brand VICE, the video drive sees 11 influencers (including South African TikToker Zayaan and British TikToker Poppy O’Toole) play a game of truth or dare.
Meanwhile, the videos feature truths from Knorr about the effects of food on greenhouse emissions and the planets ecosystem. The goal behind it is to encourage people to be more considerate about what they eat and make small behavioural changes.
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“Knorr is all about flavour! And we figured wouldn’t it be great if we used that flavour to overcome any hesitations people had with food they didn’t usually eat? Insects are a proven sustainable future food source,” said MullenLowe creative director Mark Ibaviosa.
“Of course, we are not asking people to start eating insects from now on, but we would like to invite them to think about the impact their plate can have on the planet,” said Knorr global masterbrand director Niek de Rooj.
“And there are plenty of better options – such as the simple and delicious recipes we created with our chefs.”
