Eat Me If U Dare
For World Eat For Good Day 2023, we’re launching a major TikTok campaign to promote alternative sustainable proteins, inspiring Gen Z to explore insects as a viable protein option. Led by 70 of the world’s top food influencers, this campaign tackles the stigma surrounding insect-based proteins, daring them to eat for good—making sustainability the new trend.
Inspired by insects, the PR box unfolds like a butterfly—turning unboxing into a moment of transformation. Inside, KOLs play Truth or Dare: Truth reveals sustainability facts, while Dare challenges them to take action, starting with eating insects.
The campaign exceeded expectations, gaining massive global traction. It generated over 100 million views, 87,995 hours of watch time, and 188+ pieces of content from 70 influencers.
What started as a social trend translated into real-world impact, with people trying and creating sustainable insect-based dishes. The momentum even aligned with regulatory progress, as governments began recognizing insects as a viable protein source.
Client
Knorr
Year
2023
Accolades
Cannes Lions 2023
• Shortlist (Cannes Media Lions)
The Gongs Awards 2023
• Silver (Best Integrated Social and Influencer Campaign)
• Silver (Innovative Use of Influencers)
• Silver (Best Use of Cultural Insight)
• Bronze (Best Use of Celebrities, Influencers and Key Opinion Leaders)
• Bronze (Gong for Good: Social and Influencer)
Campaign Ad Net Zero 2023
• Shortlist (Specialist Sector, Food)