Can flavour help us find love?

We matched single individuals based on their favourite flavours.

First they took a Flavour Profile test developed by Knorr. Then we invited our ‘flavour-matched’ couples to share a romantic dinner together.

To make it sexy and awkward, we asked them to feed each other.

Filming on six cameras, we watched to see if perfect strangers would connect and fall in love through their tastes in food.

10 couples. 6 connections. 4 friendships. 1 love story.

Our online video ‘Love at First Taste’ is the first part of a consumer experience where everyone can dis-cover flavour profile and make the food they love part of their personal profile online.

Connecting from the video on mobile or desktop, you can go online to take the same Flavour Profile test that was used to pair the couples in our film.

Dishes and flavours are served with regional variation wherever you watch the film in the world.

“The key objective for the campaign was to increase ‘talkabilty’ for the Knorr brand with a millennial audience around the world.

In less than four days since launch (26.04.16), the film has 15 million views on YouTube* and 22million views on Facebook**

This has driven over 300,000 clicks to the Knorr Flavour Profiler for people to discover and share their own flavour profile. And be served tailored recipe recommendations.

Social interactions stand at 258,000 with likes and shares across Facebook and Twitter. With 97% positive sentiment.

Global media has covered the campaign with over 150 articles with a cumulative PR reach of 800million.

All talkability measures already met after just 4 days.

* ** Source : Google and Facebook.”

The brand challenge was to bring millennial cooks into Knorr and have them see it as a brand for them, rather than their ‘mums brand’.

We knew that food plays a significant role for millennials – research said 76% see flavor as an important part of their everyday life and 68% want to share flavor experiences with friends.

Flavour has an amazing power to help people connect over the dinner table, so we wondered if flavourful food could pass the ultimate test and help millennials find love.

Our own research with 12,000 millennials confirmed that 78% of people would be more attracted to their partner if they enjoyed the same flavours.

Armed with this data we decided to set up and capture a real-time social experiment to see if people’s favourite flavours could really help them find love.

Knorr is a traditional brand that needs to become relevant to a new generation of cooks.

The objective of this project was simple: demonstrate the power of flavour in a completely new way that will entertain a new young audience and get them talking.