Love at First Taste

The Power of Love & Flavor

This campaign was part of an ambitious 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 fully-integrated campaign that spoke directly to the millennial world of social sharing, personal expression and an enthusiasm for new culinary experiences. To solve this, we needed a way to create compelling, sharable content that was rooted in people’s personal experiences of flavor and food.

There Was Just One Rule

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, the couples had to feed each other. Then 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.

Social teasers connected to the film and a website where users could discover and share their own flavor profiles.

The campaign touched 30 different markets across the globe.

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.