‘More Than Meats The Eye’ promoting healthy eating


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General information

Sector: FMCG

Media: VOD

Time period: September 2022

Case description

‘More Than Meats The Eye’ is a short-form native video cookery series created by RTÉ for Mindshare & Knorr. There were five episodes of between 8-10 minutes each in duration. Each episode featured everyday dishes that could be created and/or reinvigorated using plant-based ingredients.

RTÉ knew that they had the audience reach, platforms and creative capability to create digital content that would demystify and inspire audiences. The most important consideration was to ensure that they presented vegan cooking as accessible, uncomplicated and tasty. In response to the brief, a bespoke video native cookery series was created for Knorr entitled ‘More Than Meats The Eye’. More Than Meats The Eye is a short-form cookery series sponsored by Knorr and created by RTÉ for its Digital platforms.

There were five 8-10 minute episodes, in which RTE showed their audience how with the help of Knorr, everyday dishes could be created and/or reinvigorated using plant-based ingredients without losing any of the taste or nutrition. Each episode was presented by vegan cook Holly White, who also prepared each recipe in a simple step-by-step way. To help accentuate the message around taste, and to dispel commonly-held myths around plant-based cooking RTE featured two well-known sports personalities throughout the series. They were GAA Wexford Hurler Lee Chin and Former Ireland & Ulster rugby union player Andrew Trimble. Each episode contained an implicit overarching message around sustainability, delivered in a subtle way through Holly’s interaction with the guests, and through the recipe choices and ingredients.

The video series was embedded into a series of native articles hosted as a bespoke Knorr digital hub on RTÉ.ie’s Lifestyle section. Each native content piece also contained all ingredients and cooking instructions along with a ‘click-to-buy’ for all related ingredients to Tesco.ie. RTÉ created all videos and related creative assets across the partnership activation.

Campaign results

The partnership was amplified across RTÉ and included the following elements:

  • Delivered over 68,000 Views for the native series
  • Click-to-buy in Tesco via Native Series *Delivered over 130,000 video views via RTÉ Social & Player
  • Included talent licensing (Holly White, Andrew Trimble & Lee Chin) for work directly with Knorr for social
  • Delivered over 13 million ad impressions directing to content
  • Delivered 121 TVRS (All Adults) branded TV Promos directing to content
  • Delivered a week-long segment on RTÉ’s Jennifer Zamparelli Show on 2fm (152,000 Ave daily listenership)

Campaign video