Eat For Good Posted on | Campaign UK

Unilever food brand Knorr has launched a global campaign encouraging people to change the world by changing what’s on their plates.

“Eat for good”, created by an Interpublic team of agencies including MullenLowe Group, Golin, R/GA and ITB, targets so-called “eativists” – people who believe food can be a force for change and consciously choose food that is good for themselves and the planet.

Coinciding with World Eat for Good Day today (Friday), the campaign asks viewers to swap one ingredient in their routine meals for a nutritious food that is better for the planet.

It launches with a film, called “Eativists”, that features real people who are passionate about making an impact on the world through the food they eat.

It was created by Global Creative Director, Alex Okada, Senior Creative Leads, Gavin Nastili and Tarik Bedevi, and directed by Toby Dye through RSA Films.

Knorr has also released a new recipe platform, created by R/GA, that converts meals into alternative recipes that are good for the planet and health. It promotes the inclusion of “Future 50 Foods” – a collection of plant-based foods that can boost the nutritional value of meals while reducing the environmental impact of food supplies – into day-to-day meal planning.

As part of the campaign, the character Mr Potato Head will change his outfit and dress up as a Cilembu sweet potato to show people how simple it is to make one ingredient swap that is better for the environment.

Influencer activity, developed by ITB, will send influencers “Plates of hope” – specially designed plates made from degraded soil from farms that are no longer fertile due to poor farming practices.

April Redmond, global brand vice-president at Knorr, said: “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, GRO Intelligence, ReNature and influencers, we are proud to be building a community around this ambition for the health of people and the planet.”

In 2019, Unilever chief executive Alan Jope said the FMCG company would no longer maintain working relationships with individual agencies, but instead operate holding company-wide arrangements. As well as IPG, Unilever works extensively with WPP and Omnicom.

As well as being one of the world’s biggest food brands, Knorr is “one of the most complex, with more than 15,000 SKUs [stock keeping units] and multiple different lead products across 70+ markets”, Alan Bell, IPG Team Knorr global business lead, said.

“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.”

This article was originally published on Campaign UK

Credits:
IPG Team Unilever:
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: Rock Tha Party & Track 2: Dance To The Drummer’s Beat
Writers: Track 1: Sam Lewis Wall & Track 2: Herman Kelly
Version: Track 1: Original Composition & Track 2: Existing Track
Publisher: Track 1: BSRM & Track 2: Essential Media Group o/b/o After School Pub
Label: Track 1: BSRM & Track 2: Essential Media Group By arrangement with The Orchard

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

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