Insight
Every year, Italians throw away over 16 billion euros’ worth of food. Knorr, a brand with 175 years of tradition and innovation, is committed to fighting food waste.
Since 2014, Knorr has partnered with World Food Programme, the biggest anti-food waste UN humanitarian organization, donating over 3.2 million meals to Kenyan schoolchildren.
In 2017, Knorr launched “Share a Meal”, challenging Italians to symbolically “share” a good meal made with food scraps, creativity and social responsibility.
IDEA
Based on a study which showed that 43% of millennials prefer responsible brands, we developed an integrated PR & Digital campaign to drive awareness and educate consumers. The program elevated the brand’s involvement in the anti-food-waste space, with the support of key ambassadors.
So we challenged Italians to symbolically ``share`` a good meal: because good means waste-proof, that makes us reflect and contributes to those who don’t want to waste but instead taste.
Impact
On social, Knorr’s Facebook page received more than 17.000 likes, 1.200 interactions per day, reaching over 35 million people and 40 million impressions.
Over 600 Tweets with the hashtag #Shareameal reached more than 500.000 users.The official PR launch event hosted over 100 guests, with press results reaching more than 20 million Italian consumers, with 99% positive sentiment on social media.
The SHARE A MEAL campaign was a powerful call to action to change our lifestyles, supported by more than 5000 points of sale. The program discovered 24 amateur sustainable chefs, helped raise awareness and inform the public, generating smiles, photos and “thank yous.”