South Africans have the unhealthiest eating habits on the planet with veggies making up less than 13% of people’s plates and huge health problems, including heart disease and critically high stats of diabetes. Knorr’s campaign ‘Eat for Good’ encourages more greens, more veggies in your diet.

Valentine’s Day as we all know, is full of chocolate and unhealthy treats, and in a country that is full of health problems and diabetes this made no sense. So we hacked Valentine’s Day.

The idea is that we sent something to someone on a day that is all about hearts, which is actually good for your heart. Instead of flowers we sent a beautiful bouquet of veggies.

To reach influential foodies and bloggers and surprise them and remind them how much we love them and that they should love their bodies and hopefully share the message.

A conceptual florist designed the bouquets using fresh, seasonal vegetables. We had each bouquet hand delivered to influencers for Valentine’s Day. We saw this is a good time to take advantage of the champagne and chocolate fatigue to land our message. We executed this on a small scale sending out to select foodie and health influencers.

11 influencers shared statics and stories to their >125k followers, all of which were reposted by Knorr.

Next year when the research is done, we hope we will have improved a bit. It’s a small step toward not being the worst in terms of health on the planet.