Insight
The way the world eats is killing the planet. We are 50 crops away from global famine! Our food system creates a third of all emissions, uses too much water and damages the soil. Eating insects, a sustainable protein, is proven to help. But it suffers from a gross stigma.
How do we convince the youth to incorporate bugs into their diet?
The channels were clear – Influencer-led, short-form content that was “snackable” and “hackable”.
The Idea – Eat Me If You Dare
Daring can be delicious — Just ask TikTok! On World Eat For Good Day, we launched a bold campaign that took the platform by storm. We challenged 11 top creators to face hard truths about our food and dared them to eat insects.
To keep the momentum going, we sent Knorr Truth and Dare kits to 59 micro-influencers, inspiring them to create their own sustainable dishes at home.
The Verdict – They loved it!
Our daring campaign was a hit—loved by influencers and millions of TikTokers worldwide. What began as a social media challenge quickly transitioned to people’s plates, with hundreds of sustainable Knorr dishes created. The impact was so significant that it even led to legislation recognizing insects as a viable protein source.
The stats:
- 100+ Million Views and counting
- 87,795 hours watched
- 800% above campaign projections
