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Knorr Encourages Consumers to Change the World One Plate at a Time

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Global movement by IPG open architecture multi-disciplinary team 
aims to get food that’s good for people and the planet on seven billion plates by 2025 

Knorr Encourages Consumers to Change the World One Plate at a Time

Unilever’s flagship food brand, Knorr, today launches a global consumer movement, Eat for Good, encouraging everyone to change the world by changing what’s on their plates. 

An IPG open architecture team of MullenLowe Group agencies including end-to-end purpose specialists, MullenLowe salt, Golin, R/GA and ITB worked with Unilever to bring Knorr’s brand purpose to life and articulate it across an integrated, multi-channel approach.

The campaign targets – ‘Eativists’ – ordinary people who believe food can be a force for good, and consciously choose and help others to eat food that’s good for them and the planet – and asks everyone around the world to bring excitement to their plates by swapping at least one ingredient for a tasty, nutritious food that’s better for the planet, starting on ‘World Eat For Good Day’ (19th February). 

The campaign launches through a ground-breaking film about ‘Eativists’, directed by Toby Dye, featuring real people who are passionate about having a positive impact on the planet through their plate. 

Golin handled the global & UK consumer activation through the launch of ‘World Eat For Good Day.’ The global consumer activation kicks off with World Eat For Good Day, calling on people to make the change and swap at least one ingredient in their routine meals for a Future 50 Food. To mark the occasion, MR. POTATO HEAD will make a change to his iconic outfit and dress up as a Cilembu sweet potato. His costume swap into this Future 50 Food shows people everywhere how easy it is to make a change on their plate that is good for their health and the planet. 

A new Future Proof Your Plate recipe platform has been created by R/GA. The platform supports consumers in making positive behaviour change, by converting favourite meals into alternative recipes that are good for the planet and your health. These brand-new recipes promote the inclusion of Future 50 Foods in your day-to-day recipe planning and family meals.

To support the activation, ITB is leading a creative influencer marketing campaign centred on sending Plates of Hope to influencers, beautifully designed plates made from degraded soil from farms that are no longer fertile due to poor farming practices, which helps tell the story about the damage our food system has on the planet. 

April Redmond, global brand vice president, Knorr, says: “We developed the campaign to help people to realise 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, GROIntelligence, reNature and influencers, we are proud to be building a community around this ambition for the health of people and the planet.”

Alan Bell, IPG Team Knorr global business lead says: “Knorr is one of the world’s biggest food brands. But it’s also one of the most complex with more than 15,000 SKU’s 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.” 

Alex Okada, global creative director at MullenLowe London adds: “With Eat for Good, we wanted to bring the beauty of eating more diverse and colourful foods to life, in a way that was true to Knorr’s authenticity, energy and passion. The film features real life ‘Eativists’ to reassure people that their actions will make a difference. We’re proud of the work we’ve done in bringing Knorr’s brand purpose to life in a meaningful way, and hope by using real people to communicate this simple and achievable task we can change things for the better.”

Marianne Blamire, chief strategy officer of MullenLowe salt said: “Getting people to grasp that they can, through their food choices, make a collective impact on something as intangible as soil erosion or climate change, means making complex ideas simple and compelling. Eat for Good creates a platform for high impact engagement, a long-term brand role breaking three major barriers to eat in this way – desirability, accessibility, cookability – and, crucially, a way for anyone anywhere to act now.”

The campaign launches across global platforms on World Eat for Good Day (19th Feb), in Mexico, South Africa, the Netherlands, US, Canada, Germany, the UK and Nigeria, with other markets to activate later in the year. 

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IPG Team Unilever Knorr

Knorr Global Business Lead: Alan Bell


Agency: MullenLowe London

Global Creative Director: Alex Okada

Senior Creative Lead: Gavin Nastili, Tarik Bedevi

Global Account Director: Marina Damato

Global Account Director: Louis Haskell

Global Account Manager: Rebecca Zijderveld

Global Account Executive: Lilly Andrews

Global Strategy Director: Rebecca Morgan

Global Strategist: Becky Geiringer

Project Manager: Elise Kemp

Designer: Dan MacDonald, Elisabeth Bolzon

Executive Producer: Nicholas Kurs

Production Company: RSA Films

Director: Toby Dye

Producer: Ben Porter

Director of Photography UK: Nick Morris

Service Company, South Africa: Giant Films

Director, SA Unit: Thati Pele

Producer, SA Unit: Laura Sampson

Director of Photography, SA Unit: Pierre de Villiers

Editing house: Ark Studios

Editor: Julian Eguiguren

Post- Production company: Coffee & TV

Producer: Gus Quirk

Colourist: Simona Cristea

2D Lead: Dan Lorenzini

Online: Ben Stonehouse

Animation: Mark Fowler

Sound design company: Jungle

Lead sound: Ben Leeves

Music company: BIG SYNC

Music artist: Fly X Night- Track 1 & Herman Kelly & Life- Track 2

Song: Track 1

Writers: Track 1

Version: Track 1

Publisher: Track 1

Label: Track 1

Agency: R/GA

SVP, ECD: Nicholas Pringle 

Creative Director/Illustrator: Igor Pancaldi

Senior Experience Designer: Gianpaolo Tucci

Senior Copywriter: James Greening 

Senior Visual Designer: Christopher Hay

Senior Visual Designer: Cagri Yurtbasi 

Senior Visual Designer: Camille Magnan

Senior Art Director: Nick Bygraves 

Group Account Director: Pascal Meline

Group Account Director: Leanne Privey 

Executive Producer: Heather Hardy 

Executive Producer: Claire Badhams 

Producer: Aisling Cronin

Technology Director: Lachlan McDonald 

Creative Technologist: Max Wilke 

Senior Strategist: Megan Jones 

Strategy Director: Rachael Stets 

Strategist: Joel Goodhall


Agency: MullenLowe South Africa

Creative Director: Kirk Gainsford

Creative: Jeanine Gomes

Production Manager: Roger Flack

Agency: McCann 1886 South Africa

Business Unit Director: Paola Masullo 

Agency: MullenLowe Singapore

Creative Director: Mark Ibaviosa

Creatives: Ken Kaneko, Dave Thackray

Senior Account Director: Anne Albano

Agency: MullenLowe Alfred International

Account Director: Irene Spronk

Producer: Feline Plat

Agency: MullenLowe Brasil

Creative Director: Andre Havt

Creatives: Daniel Scheiner, Fernando Christo, Guilherme Dias

Artbuyer: Guto Lins, Rodolpho Donato

Photographer: Maltchique

Photographer Assistant: Magu Marioto, Gustavo Uehara, Sidnei Brito, Marcelo Cuccati 

Executive Producer: Adriana Omodei

Production Director: Aline Rizzotto

Food Styling: Ana Requião

Costume: Yumi Kurita 

Hair & Makeup: Moisés Costa

Casting: Camila Justino

Post-production: Silvia Milani

Retouch: Alt Retouch

Agency: MullenLowe salt 

Founding Partner: Richard Cox 

Group Chief Strategy Officer: Marianne Blamire

Director: Taryn Malakou

Account Director: Sarah-Jane Stenson 

Senior Account Manager: Kiran Samra 

Account Assistant: Pollyanna Bagshaw

Agency: MullenLowe Profero

Group Account Director: Lucy Hollingsworth

Account Director: Matthew Ingrouille, Ben Selby

Senior Project Manager: Gwen Penverne

Designer: Emily Regan, James Ring, Marlando Reece

Agency: Golin

UK Group Chief Strategy Officer: Kat Arnull

Executive Creative Director: Alex Wood

Executive Director: Alex Michael

EVP Director, Client Relationship Lead: Gemma Chaldecott

VP Director: Nadiya Fyle

Agency: ITB

Influencer Strategy, Procurement & Management

Client Services Director: Sarah Erickson

Business Development Director: Crystal Malachias

Senior Brand Strategist: Charlotte Jade Hoare

Senior Account Director: Jan Taubert

Account Director: Aaron King

Account Executive: Libby Lawton


FILM LAB: Cinelab London



Categories: Food, Cooking ingredients

MullenLowe Group UK, Fri, 19 Feb 2021 16:41:52 GMT