Knorr partners with Good-Loop in new pilot for Unilever Foundry
London, Monday 9 April 2018: Global foods brand Knorr has today announced a new partnership with Good-Loop which will allow consumers to select a charity for the brand to support if they watch at least 15 seconds of an online advert.
Good-Loop delivers effective, respectful and rewarding video advertising in a way that also generates charitable donations – for free. Its innovative technology will give consumers the opportunity to opt-in to watch a piece of branded Knorr content. After 15 seconds they will be allowed to choose one of Knorr’s charitable causes to receive 50% of the ad money; the rest goes to the publisher and Good-Loop as income. The partnership brings a fresh approach to achieving Unilever’s minimum standards for online advertising across its objectives for viewability, verification and value.
Through Unilever Foundry, Knorr initiated a collaboration with Good-Loop to identify new ways to achieve improved levels of engagement and give consumers the opportunity to make a positive impact on society. Viewers will have the option of donating to one of three selected charities – The People’s Kitchen, The Trussell Trust and WaterAid – demonstrating Knorr’s wider commitment to make sustainable living commonplace.
The pilot will last four weeks in April, with Knorr Chicken Stock Pot’s and Beef Concentrated Stock adverts running across a range of high quality UK-based online publishers.
Philippa Atkinson, senior brand manager at Knorr UK & Ireland, commented:
“We were hugely excited when Unilever Foundry came to us with this opportunity to collaborate with Good-Loop. As a sustainable brand we’re always on the lookout for partners who share our values and use technology for good. Our partnership with Good-Loop will enable us to test a new advertising format that empowers consumers to choose to watch our advertising in exchange for a charitable donation – something that has never been done before with a Unilever brand – and we’re looking forward to the results.”
Amy Williams, founder and CEO of Good-Loop:
“I'm really inspired by the idea that being good for the world can also make good business sense. Through working with Unilever Foundry, we've partnered with Knorr to deploy an adtech solution which can generate real social change and deliver better marketing ROI. It’s a win-win-win for the brand, for the people watching the ad, and for Knorr's amazing charity partners.”
Unilever Foundry is a global platform for startups to collaborate with Unilever’s 400+ brands. It has been an entry point for innovative tech companies for more than four years, piloting more than 100 startups with Unilever brands and functions in that time.