Knorr: Inspiring Better Eating for a Better Planet
A social content series designed to inspire healthier, more sustainable food choices worldwide.
Brand:
Knorr, Unilever
Project:
Knorr Sustainabilty
My Role:
Art Direction & Design
Team:
Edelman
As one of Unilever’s largest global brands, Knorr continues to champion the idea that good food can drive meaningful change for both people and the planet. Today, the brand’s mission focuses on encouraging healthier, more sustainable eating habits at scale.
Knorr aims to shift behaviour in three key areas: increasing vegetable consumption, introducing more plant-based proteins in place of meat, and promoting greater diversity in the grains people eat, moving beyond the reliance on monocrops like rice, wheat and maize. These goals align with Unilever’s wider commitment to improving global health and reducing environmental impact through more sustainable food choices.
Our team was briefed to create a four-month social content calendar comprising 60 posts. Each piece needed to align with Knorr’s sustainability ambitions, tap into relevant cultural moments, seasonal trends and food conversations, and highlight Knorr’s ingredients and product benefits in an engaging, accessible way. The aim was to spark interest, inspire everyday change, and help Knorr lead the sustainability conversation across its global social platforms.
Shaping the Concepts and Visual World
The concepts for each post were built directly from the three focus areas outlined by Unilever and Knorr. Our team explored every topic in depth and then connected each message to culturally relevant moments, seasonal trends and major global events. This included everything from the FIFA World Cup to Halloween to Fashion Week, ensuring every piece of content felt timely, engaging and part of a larger conversation.
We then developed visual concepts that matched the art direction I had established for the campaign. This meant translating complex sustainability themes into clear, vibrant, social-first visuals that were easy for consumers to understand and act on.
The work was produced over several months, during which we continually responded to audience engagement and feedback. When users asked questions or requested more detail, we created additional content to address their needs, allowing the campaign to evolve in real time and deepen its connection with the community.
Scamps created for the Social Media Posts.
Art Direction & Design
Photography Guidelines
Warm, Wholesome, Hearty.
Photography was shot outdoors or in natural environments to reflect Knorr’s connection to real food and real people. Fresh produce was captured with texture and vitality, and the talent was photographed in a way that felt candid, relaxed and genuine. We mixed contemporary props with vintage items to create a lived-in, effortless aesthetic.
Beautifully Imperfect.
Real + Authentic + Contemporary was our guiding approach. Nothing was over-styled or too polished. Produce showed natural marks, soil and texture; cooking surfaces were left slightly messy, with signs of real preparation visible. The aim was to present food in a way that felt approachable, human and full of character.
Every image told a story, and the styling was crafted to reinforce that narrative.
Design guidelines
All social templates were built from Knorr’s existing brand guidelines and then adapted for digital and social-first formats. Designs were optimised for platform requirements, readability, and impact within fast-moving feeds. Each post included a caption or story crafted to deepen the message, highlight product benefits, and support campaign hashtags.
We worked collaboratively with an exceptional photographer, Andrew Montgomery, to bring the visual direction to life. The shoot took place on a working farm in Cardiff, Wales, giving the content an authentic, earthy sensibility that aligned perfectly with the campaign.
