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 ups, supper clubs, super star chefs and bloggers-turned-cookery-writers. How? By creating new compelling, sharable content that is rooted in people’s personal experiences of flavour and food.
The ‘Love at First Taste’ campaign combines a thought provoking film with an interactive tool that provides an innovative platform to celebrate our shared pleasure of food and encourage discovery around flavour preferences, all backed by an online global research project.
One of the key findings of Knorr’s research was that we are more likely to be attracted to someone who shares our flavour profile. To test this theory Knorr conducted a social experiment with a twist - pairing complete strangers, based on their love of the same flavours, which was discovered using the Knorr Flavour Profiler.
Created by Creative Integrated Marketing Agency, MullenLowe and developed & directed by filmmaker Tatia Pilieva of Pulse Films, whose viral movie ‘First Kiss’ won a Gold Lion at Cannes in 2014, the 3-minute film saw a group of 14 singles paired on their flavour profiles, to see if a shared passion for certain tastes would create chemistry between the couples.
Chief Creative Officer: Mark Wenneker
Executive Creative Director: Margaret Keene
Global Creative Director: Tom Hudson
Senior Art Director: Bryan Carroll
Senior Copywriter: Aroon Mukhey
Additional Credits: Managing Partner, Strategy: Rebecca Morgan
Global Business Director: Richard Ellis
Global Account Manager: Izzy Falcon
Agency Producer: Nicholas Kurs
Production Assistant: Camille Hanish-Oakes
Strategist: Jenny Barthe
Media Agency: PHD, Mindshare
PR Agency: Edelman
Director: Tatia Pilieva
Production Company: Pulse Films
Production Company Producer: Neil Andrews
Director of Photography: Andre Lascaris
Editor: Garret Price
Music: Joel P. West
Post Production: Framestore
Audio Post Production: Nathan Dubin at Margarit Mix