Sustainability is a core value for Knorr but for a brand well loved by housewives, how could they increase brand relatability with Gen Zs?
For World Eat For Good Day 2023, we put Knorr food flavouring to the ultimate test. Insects are a more sustainable source of protein – if Knorr could make insects tasty, is there really any food that Knorr could not enhance? Partnering with creators, we challenged them to make tasty meals using insects as the main dish. The campaign ran completely on TikTok, the platform Gen Zs spend most of their time on.
The global campaign was an overwhelming success, garnering 100M views globally, becoming Knorr’s most successful activation on TikTok. Our work not only improved the brand’s positioning with Gen Z, it also moved the Singapore and European Union governments to declare insects as a safe food consumptions – impacting the lives of people and the world.
