For World Eat for Good Day, Knorr wanted to make sustainable eating feel less intimidating and a lot more craveable. The challenge was behavior change: people everywhere tend to cook and order the same meals on repeat. So instead of fighting habit, we decided to use it to our advantage.

The insight was simple: EVERYONE loves pizza.

So we created Plizza — a planet-friendly pizza made with greener ingredient swaps inspired by Knorr’s Future 50 foods and sustainably grown products. In partnership with Knorr chefs, we reinvented one of the world’s most-ordered meals and launched ghost kitchens across six global markets, letting people order a hot Plizza directly through delivery apps like Uber Eats.

To fuel participation, we sent DIY Plizza kits to creators and influencers, who turned the campaign into a wave of TikTok Duets, recipe content, and cook-alongs tailored to local cultures and tastes. The campaign reframed sustainable eating as something joyful, familiar, and genuinely delicious.