Knorr Takeaway Takeover
Creative Experiences
Integrated Media
Challenge
With the convenience of fast food ruining our diets - and its negative impact on our health - how could Knorr find a way to make eating better even easier than ordering Uber Eats?
Insight
It’s way too easy to eat badly these days. With Mr D, Uber Eats, and fast food restaurants on almost every block, the obesity endemic in South Africa is only getting worse. So Knorr decided to beat those fast food brands at their own game, by innovatively offering a more sustainable and healthier way to eat.
Removing the temptation of takeaways
Using AI and image recognition, we used the constant, ever-present frequency of junk food advertising to create a new way to eat better! We scraped the data (pixels) off every fast food brand’s advertising we could find to feed to our AI and then user their media as our own. Now, every time one of our customers was tempted by the allure of fast food marketing - they simply had to open their camera to be able to order a healthier Knorr alternative. A simple, healthy, sustainable and better way to eat!
Awards
Digital Strategy
Bronze
Mobile Campaign
Bronze
Website, App & Platforms Bronze
Innovative use of Technology Bronze