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Marketing Brand Purpose Sustainability

Knorr dares TikTok influencers to eat differently for sake of planet


By Ellen Ormesher | Senior Reporter

February 20, 2023 | 5 min read

The ‘Dare to Try’ campaign works with creators on the platform to promote tasty and sustainable ways of eating.


The food system is responsible for more than a third of all greenhouse gas emissions / Knorr

In a collaborative effort from IPG agencies MullenLowe, Weber Shandwick, R&CPMK and experience agency Swamp Motel, Unilever-owned Knorr’s ‘Dare to Try’ campaign wants to emphasize that dishes can be delicious while also including little-explored ingredients that represent more sustainable choices. In this case, insects.

Partnering with TikTok and Vice, the campaign sees 11 content creators come together for a game of truth or dare where Knorr shares the truths about the effects of food production and consumption on our ecosystems – such as how the food system is responsible for more than a third of all greenhouse gas emissions.

@poppycooks #AD Did you know 75% of our food supply comes from just 12 plants & five animal species? It’s time to Dare To Try something different with Knorr! #WorldEatforGoodDay #KnorrDareToTry ♬ original sound - Poppy O’Toole

@zayaan4 #AD I never back down from a dare even if it involves some bugs #WorldEatForGoodDay #KnorrDareToTry ♬ original sound - Zayaan

Niek de Rooij, global masterbrand director at Knorr, said of the campaign: “On ‘World Eat For Good Day’, we’re inviting people across the globe to join us and dare to eat something different that is good for the planet.

Food is the strongest lever to optimize our health and improve environmental sustainability. 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. And there are plenty of better options such as the simple and delicious recipes we created with our chefs. We hope these dishes will inspire people to discover new, fun ways of cooking with vegetables and plants.”

With several touchpoints before, during and after the event, the ongoing partnership between Knorr and influencers is designed to emphasize the planetary impact of our dietary choices to young people and drive behavioral change at an early age by showcasing tasty, resourceful and sustainable ways of eating.

Mark Ibaviosa, creative director at MullenLowe, added: “Knorr is all about flavor. And we figured, wouldn’t it be great if we used that flavor to overcome any hesitations people had with food they didn’t usually eat? Insects are a proven sustainable future food source. With Knorr in the mix, we sought to prove that they’re not daring, they’re actually delicious.”

Marketing Brand Purpose Sustainability

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