Bryan Carroll
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Love at First Taste

Knorr Global
The Power of Love and Flavor

The Power of Love and Flavor

This campaign was part of a larger goal to reposition Unilever’s largest food brand, now 180 years old, as progressive and inspiring to a whole new generation of foodies. Knorr wanted to shift the focus of the brand to reflect the new consumer landscape and deliver an integrated digital campaign that spoke directly to the millennial world of social sharing, personal expression and an enthusiasm to try new culinary experiences. To solve this, we looked for a way to create compelling, sharable content that was rooted in people’s personal experiences of flavor and food.

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 We noticed the online dating world used all kinds of criteria to match potential couples, but somehow they all forgot about flavor, even though food has brought people together for ages. We decided to perform an experiment that matched complete strangers based solely on their flavor preferences. We brought the couples together for an intimate dinner date and served them dishes they would both like most. We then added an unexpected twist as the cameras rolled and flavor worked its magic. Director:  Tatia Pilieva

We noticed the online dating world used all kinds of criteria to match potential couples, but somehow they all forgot about flavor, even though food has brought people together for ages. We decided to perform an experiment that matched complete strangers based solely on their flavor preferences. We brought the couples together for an intimate dinner date and served them dishes they would both like most. We then added an unexpected twist as the cameras rolled and flavor worked its magic. Director: Tatia Pilieva

More than Just a Film

The film of our social experiment was just one part of a fully integrated mobile-first campaign. Viewers could click through to the campaign microsite and take the flavor test themselves and share their “flavor personality” along with being shown a list of Knorr recipes matched to their profile. Interviews with the film subjects and a video date diary that follows one of the couples were also featured.

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Global Reach

Global Reach

The campaign touched 30 different markets across the planet.

Flavor with Personality

Flavor with Personality

As part of the campaign, we developed a flavor personality test with the help of IBM’s Watson that can map people’s taste preferences based on an interactive test.

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Full Spectrum of Flavor

Full Spectrum of Flavor

We used a combination of twelve different flavor groups to determine an individual’s flavor personality.

PR Had a Lot to Say

PR Had a Lot to Say

Awards

Awards

 Cannes Lion, PR, Shortlist  One Show, Branded Entertainment, Shortlist  One Show, Film, Shortlist  Effie Awards, Silver, Packaged Food / US  Effie Awards, Silver, Packaged Food / UK  Effie Awards, Silver, Brand Experience / UK  Effie Awards, Bronze, FMCG / Global  The Drum Content Awards, Best FMCG Products, Services Content Marketing Strategy, Winner  The Drum Social Buzz Awards, Best Integrated Campaign, Winner  BIMA Awards, Best Video, Winner  Jay Chiat Awards, Finalist  Webby Awards, #TheYouTube Ad Of 2016, Finalist  WARC Media Awards, Content Strategy, Long Term Idea, Gold  YouTubeAwards, #TheYouTube Ad That Goes Straight To The Heart, Finalist  ThinkLA IDEA Awards, Best Video Campaign, Winner

Cannes Lion, PR, Shortlist

One Show, Branded Entertainment, Shortlist

One Show, Film, Shortlist

Effie Awards, Silver, Packaged Food / US

Effie Awards, Silver, Packaged Food / UK

Effie Awards, Silver, Brand Experience / UK

Effie Awards, Bronze, FMCG / Global

The Drum Content Awards, Best FMCG Products, Services Content Marketing Strategy, Winner

The Drum Social Buzz Awards, Best Integrated Campaign, Winner

BIMA Awards, Best Video, Winner

Jay Chiat Awards, Finalist

Webby Awards, #TheYouTube Ad Of 2016, Finalist

WARC Media Awards, Content Strategy, Long Term Idea, Gold

YouTubeAwards, #TheYouTube Ad That Goes Straight To The Heart, Finalist

ThinkLA IDEA Awards, Best Video Campaign, Winner