Knorr and ethical video advertising platform Good-Loop collaborate to use technology for good

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.”