Knorr taps into ‘Foodstagrammers’ for Donate Your Plate charity initiative

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With more than 8 million Brits living in households that struggle to put food on the table, Knorr has announced the launch of new social campaign – Donate Your Plate – which aims to raise awareness of food poverty in the UK and give more people in need access to nutritious flavoursome meals.

The charitable initiative sees Knorr tapping into the growing “Foodstagramming” trend by encouraging the public to donate their plate by turning a food picture black and white using #FlavourForAll. In return, Knorr will donate 80p for every post to leading anti-poverty charity, The Trussell Trust. The charity runs a network of 428 foodbanks which distributed 1.1 million three-day emergency food supplies to people in crisis between 2015-16.

Research shows that colour is the most important sensory cue when it comes to setting people’s expectations regarding taste and flavour. The action of changing an image from colour to black and white, represents one person sacrificing a nutritious flavoursome meal and donating it to someone in need.

Donate Your Plate forms part of Knorr’s Flavour For All project, which aims to raise awareness of food poverty in the UK to give more people access to nutritious flavoursome meals by 2020.

Vanni Cataldi, Knorr UK marketing manager, comments: “People’s Instagram feeds are filled with the same images – it’s easy to spot the reoccurring themes; holiday snaps, selfies and colourful plates of food!

“We saw an opportunity to tap into this existing trend, switching people’s attention from food, to those that are food insecure –  helping to bring about positive change in people’s lives.

“Food poverty in the UK is rising at an alarming rate. Donate Your Plate aims to support the vital work that The Trussell Trust does and help give more people easier access to nutritious flavoursome meals via Knorr’s #FlavourForAll project.”

Adrian Curtis, foodbank network director for The Trussell Trust, says: “Our 420-strong network of foodbanks gave out 1.1 million three-day emergency food supplies to people in crisis between 2015-16, and this is just the tip of the iceberg. People are going hungry in the UK every day and having to make difficult decisions between heating their home and feeding their family.

“We are excited to be part of Knorr’s #FlavourForAll project which will give even more struggling families food and support when they need it most.  We’re eager, with Knorr, to raise awareness of the issue of food poverty in the UK and the tireless work of volunteers up and down the country trying to tackle it.”

To find out more about Donate Your Plate and Knorr’s Flavour For All project, visit: http://www.knorr.co.uk/Flavourforall