Knorr – The Eativist
encouraging everyone to make balanced meals a part of daily life
The Situation
Knorr believes food can do more than satisfy hunger. This is deeply entrenched in its mission to ‘Reinvent Food for Humanity’ which is focused on creating food that fuels health, happiness, and sustainability for all.
Yet, Knorr found that many Nigerians feel eating healthy is costly, especially with rising living expenses. Another point to note is, Nigerian food culture is deeply entrenched on carb-heavy staples that are affordable but not necessarily nutritious.
To address this, we saw an opportunity for positive movement; an opportunity to show Nigerians that nutritious eating doesn’t have to be expensive or complicated.
Our Solution
Eat for Good—a campaign encouraging everyone to make veggie-rich, balanced meals a part of daily life.
Our Approach: Introducing the Eativists
We knew that real change would need cultural champions, so we introduced 14 culture champions who we dubbed and introduced as the “Eativists”—influencers from fields like film, wellness, fashion, and culinary arts who would champion a lifestyle and message that demonstrates low cost ways and showcase the possibilities in eating for good, by simplifying the subject matter through fun and interactive content using a very popular staple food in Nigeria- ‘Jollof Rice’.
How did we leverage them?
Our Eativists led the Knorr Jollof Fest in Lagos and Abuja, celebrating Jollof Rice with a healthy twist and engaging audiences on the benefits of adding vegetables to their favorite dishes. Our ‘Eativists’ took ownership of World Jollof Day with the Knorr Jollof fest, an event where we promoted the ‘Eat for Good’ message using Nigeria’s staple food, Jollof.
THE RESULT
We also kickstarted a 30-day ‘Chop Beta’ challenge led by our Eativists to encourage followers to recreate Eat for Good recipes and imbibe it as a lifestyle. At the end of the campaign, we generated;
SM* = Social Media
