The Drum Awards Festival - Digital Advertising

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Client: Knorr
Date: Apr 2016
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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