On Valentine’s Day this year, Knorr wanted to show love to South Africa by doing what they do best: by getting Mzansi to #EatForGood. The brand knew that on this special day, South Africans – like the rest of the world – would treat themselves and their loved ones to chocolate and sweets and more chocolate.
For a country that has one of the world’s worst diets (with vegetables making up less than 13% of its plates), Knorr understood that South Africans couldn’t afford another slab of chocolate. After all, South Africans already suffer from numerous health problems like heart disease and diabetes due to unhealthy eating habits.
And so, to encourage South Africans to #EatForGood, Knorr created unique bouquets and sent them to SA’s favourite bloggers and influencers to share with the rest of Mzansi. Instead of flowers, these bouquets were created using fresh vegetables. These #VeggieBouquets included a QR code that directed them to the Knorr website for simple recipes that would transform each bouquet into a healthy, tasty dish.
In this way, on Valentine’s Day, Knorr reminded South Africans that self-love (which is the most important love of all) begins with what you put in your body.
About MullenLowe Group
MullenLowe Group is a creatively driven integrated marketing communications network with a strong entrepreneurial heritage and challenger mentality. We are a global creative boutique of distinctive diverse agencies, rich in local culture with both intimacy and scale, present in 65 markets. With a hyper-bundled operating model, global specialisms include expertise in brand strategy, and through the line advertising with MullenLowe; customer experience with MullenLowe Profero; media and communications planning and buying with Mediahub; brand and corporate PR, social influence, purpose and sustainability consulting with MullenLowe Comms. We are focused on delivering an Unfair Share of Attention for clients’ brands and are consistently ranked among the most awarded creative and effective agency networks in the world. For nine years, MullenLowe Group has topped the Effie Index as the most effective global network in terms of points per dollar revenue, in 2018 was named to the Ad Age Agency A-List and in 2019 was ranked in the top ten ‘Top Agency Networks for Creativity’ in the WARC Creative 100.
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