Unilever's Knorr links flavour and love in campaign to target foodie millennials

Knorr brand has launched a global campaign to tap in to the millennial appetite for sharing recipes on social media and learning cooking tips from bloggers and vloggers.

The film, which marks a new direction from the Unilever-owned brand, pairs 14 single people based on their flavour preferences to see if a shared passion for certain tastes would ignite chemistry between the two.

The ‘Love at First Taste’ campaign was driven by a global research project conducted by Knorr, which questioned 12,000 people about their attitudes towards flavour and its importance in their lives. One of its key findings was that we are more likely to be attracted to someone who shares our flavour profile and that a third of people worry about their long term compatibility with a person who doesn’t share a love of the same flavours.

Created by MullenLowe, the campaign film was developed and directed by filmmaker Tatia Pilieva of Pulse Films, whose viral movie ‘First Kiss’ won a Gold Lion at Cannes in 2014.

Speaking to The Drum Ukonwa Ojo, senior global director for Knorr at Unilever, said that while the brand hasn’t necessarily lacked a contemporary approach, the story is a fresh way of reaching millennials for Knorr.

“When you think about the next generation of cooks and the passion around food right now we see that millennials more so than other generations are passionate about food and cooking. So it’s more about telling the story in a way that is relevant for that target audience…we felt like we had an opportunity to tell a story that they would relate to because they are passionate about food and cooking.”

Social and digital will play a large role in the campaign, with content and online ads set to run across YouTube, Facebook and other social networks as well as media partnerships with Unruly, Taste Made and Playbuzz.

“We have strong partnerships across the digital ecosystem to bring this to life and reach out to consumers that love Knorr today,” added Ojo. “We have a lot of people who love us, we are a €4bn brand, but with this story we have an opportunity to reach out to people who may have not tried the brand before and they can see it from a different perspective.”

Knorr has also worked with IBM to create an online Flavour Profiler which will sit on the Knorr Love at First Taste site to serve up tailored recipe recommendations. The bespoke tool provides consumers with a new and different way to learn more about themselves by discovering which of the 12 flavour profiles they are: Salty Adventurer; Roasted Romantic; Gracious Grazer; Tangy Dynamo; Meaty Warrior; Spicy Rebel; Sweet Seeker; Deep Sea Dreamer; Rustic Ranger; Earthy Idealist; Mustard Maverick or Melty Indulger.

This campaign builds on the success of Knorr’s 2015 film ‘The Flavour of Home’, which is one of the most viewed online food films, attracting over 100 million views.

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