Despite more than 8 million Brits living in households that struggle to put food on the table, nearly a third (31%) of millennials think food poverty isn’t an issue in the UK***.
In a bid to raise awareness of the growing issue of food poverty in the UK, Knorr has announced the launch of its integrated campaign, Flavour For All, which aims to give more than one million people easier access to nutritious flavoursome meals by 2020.
Activated across PR, digital, VOD, in-store, on-pack and social and with a total media investment of £X, Knorr will be supporting food aid organisations that are lifelines for vulnerable people, partnering with inspiring soup kitchens and The Trussell Trust foodbank network across the UK. These partnerships aim to raise awareness of the vital work the charitable organisations do, providing monetary support and helping to upskill volunteers and guests through cooking classes that focus on how to create nutritious flavoursome meals that both save money and waste less.
The campaign also sees the brand partner with leading food psychologist, Greg Tucker, to produce a ‘Food Not Fuel Report’, exploring the findings of a social experiment whereby participants were placed on a restrictive diet for a week to assess the extent to which lack of access to flavour can impact people physically and emotionally.
The results revealed that 80% of those who participated in the experiment were less positive in their thoughts and attitudes, 70% noted their energy levels and ability to concentrate reduced significantly and all the participants felt socially isolated – all psychological impacts that those who are food insecure struggle with daily.
Vanni Cataldi, Knorr UK Marketing Manager, comments: “As one of the world’s biggest food brands, we believe we have a responsibility to help bring positive change to people’s lives. This campaign helps explore how a nutritious flavoursome meal, coupled with how it’s prepared and consumed, influences your physical and emotional well-being.
“With food poverty in the UK rising at alarming rates, the campaign aims to support our partner soup kitchens in their vital work and help give more people easier access to nutritious flavoursome meals. That’s why Knorr #FlavourForAll project started. Because we believe that Flavour makes a difference.”
Adrian Curtis, Foodbank Network Director for The Trussell Trust, says: “Working on the frontline across a network of 428 foodbanks means we see the psychological impact of food poverty in the UK. It doesn’t just lead to hunger – it can also lead to loneliness. That’s why community-run projects, like our “Eat Well Spend Less” courses, make such a difference, giving people an opportunity to make new friends, learn new skills, and gain confidence in cooking nutritious, tasty meals for themselves and their families. Community schemes like this are important in the fight to stop poverty in the UK, and we know that when businesses work with charities, even more can be achieved.”
** Knorr commissioned the Food Not Fuel report in partnership with Food Psychologist, Greg Tucker, in January 2017. The study includes findings of a social experiment, whereby 25 participants were placed on a restrictive diet for a week to assess the extent to which lack of access to flavour can impact people physically and emotionally.
***Research commissioned by Mortar London, polling 2,000 consumers in the UK, February 2017