Age, sex, location… flavour? New research from Knorr reveals flavour compatibility is one of the most important factors when it comes to finding lasting love.
Flavour is at the heart of everything Knorr does, and the brand is passionate about inspiring a new generation of millennial foodies, weaned on pop-up restaurants, supper clubs, superstar chefs and bloggers-turned-cookery-writers.
How? By creating new compelling, shareable content that is rooted in people’s personal experiences of flavour and food.
Is flavour the recipe for love?
Knorr’s Love at First Taste campaign combines a thought-provoking film with an interactive tool that provides an innovative platform to celebrate our shared love of food and encourage discovery around flavour preferences, all backed by an online global research project.
To inform the campaign, Knorr asked 12,000 people in 12 countries what flavour means to them, to get a genuine understanding of the crucial role it plays in everyday life.
One of the key findings of Knorr’s research was that three in four people (over 78% in fact) are more likely to be attracted to someone who enjoys the same flavours.
Seeking soul-mates who are flavour-mates
To test this theory, Knorr conducted a social experiment with a twist – pairing complete strangers on a surprisingly intimate first date.
The couples were matched only by their love of the same flavours, discovered using the Knorr Flavour Profiler, to see if a shared passion for certain flavours would create chemistry between the couples.
The results of the experiment were captured in Knorr’s Love at First Taste film, created by marketing agency MullenLowe and Tatia Pilieva, the director behind viral sensation ‘First Kiss’ which won a Gold Lion at Cannes in 2014. To find out the results and if it was really #LoveAtFirstTaste, watch the film here.
Knorr’s new evolution
This campaign is part of a wider drive to develop a more contemporary approach to communicate with Knorr’s consumers and sees the launch of a new brand evolution for Unilever’s largest brand.
Knorr aims to grow the brand by targeting this new generation of food-obsessives who see social media as the place to share recipes, pick up tips from bloggers and vloggers, upload ‘#foodporn’ dishes onto Instagram and share their foodie discoveries.
Ukonwa Ojo, Senior Global Director for Knorr, says: “Knorr is taking a lead in this exciting moment, where food culture really has become pop culture, where chefs are the new celebrities and foodie bloggers can pull in millions of followers.
“Flavour is at the heart of everything we do at Knorr and we are delighted we share our passion with so many around the world. Our provocation to consider flavour in the quest to connect with others is a fun way to put its importance to the ultimate test.”