As the global population approaches a staggering 10 billion by 2050, the world is facing a severe shortage of sustainable protein sources. The demand for protein is set to surge, and current production levels will be unable to keep up. This challenge has become a pressing concern, and Knorr, the cooking brand with a purpose for making good food irresistible, has recognized the need to raise awareness and engage Gen Z in the conversation.

But how can a traditional brand such as Knorr appeal to this younger audience - which is notoriously hard to engage - without sounding like just another old-fashioned brand telling them what to do? That was the challenge, and Knorr met it head-on with a bold and innovative campaign.

Knorr's "Eat Me If U Dare" campaign was a daring initiative, inspired by the classic game of "truth or dare" to engage with Gen Z. Knorr's idea was to create a movement that challenges TikTok creators and their global followers to face harsh realities about the food industry, and dare them to taste, cook and share recipes using insects - one of the most sustainable protein sources available.

The movement sparked a conversation about the future of food and sustainability, inspiring and daring people to try new foods. Knorr's campaign aimed to connect with Gen Z's audience through the power of influencers and create a global movement to encourage people to consider making more planet-friendly choices.

The campaign was an ingenious way to show that even the most daring culinary challenges can be transformed into delicious, sustainable, and nutritious alternatives with Knorr.

Knorr's "Eat Me If U Dare" took a unique approach to target Gen Z's socially conscious and sustainability-driven audience. Instead of delivering the message themselves, Knorr used TikTok influencers to create a more authentic and relatable campaign. The strategy was based on data-driven insights about Gen Z's values and interests, which informed the messaging and approach of the campaign.

The campaign's key differentiating elements were gamification, real people with real reactions, and a diverse cast of TikTok influencers using their unique language. The "Eat Me If U Dare" challenge was created to be both entertaining and educational, raising awareness about the environmental impact of food consumption habits while promoting Knorr.

The campaign's success was driven by its creative approach and relevance to the platform and audience. By leveraging TikTok's features, Knorr generated engagement and conversation among Gen Z, making it a standout campaign in the sea of brand messages.

The campaign was executed in February 2023 through a partnership with 70 TikTok creators, with a cumulative following of over 40 million, across 8 countries, to develop 188 pieces of content. The campaign's hero talents, from around the world, were invited to a dinner party with a unique twist - a game of truth and dare. This challenged them to try sustainable and planet-friendly dishes like Grasshopper Tacos or Mealworm Loaded Nachos. Each creator self-captured the on-the-ground experience bringing their unique style.

From @Poppycooks in the UK to @w2sixpackchef in Canada, @zayaan4 in South Africa to @bankiii in Thailand, the talent played a starring role with the creative freedom to lead this global food movement.

To amplify the campaign, Knorr gave ‘Truth and Dare’ boxes to local influencers, partnered with TikTok to create 'Truth and Dare' filters and worked with 658 publications and retail POS.

Knorr, a beloved food brand steeped in tradition, has made history in this campaign. It tackled a serious issue and engaged the audience in a way that's never been done before.

A stock cube brand was able to spark a big conversation about a very serious issue for the world and for the brand.

With over 100 million views and 1.45 million engagements, the campaign boasted a best-in-class engagement rate of 11%. Despite the content being longer than TikTok's average, viewers watched more than 87,995 hours of it. That's equivalent to 10 years' worth of content!

It sparked global conversations about rethinking what we put on our plates, and it created a movement that inspired Gen Z to think differently about their food choices. The campaign's impact was felt across social media and beyond, with earned media coverage in 658 publications reaching a combined 358 million people.