Ah Valentine’s Day, doncha just love it? What do you mean it’s a just commercialised nonsense, and simply a chance for purveyors of greeting cards, flowers, chocolates and all sorts of soppy crap to make a few bob rather than solely celebrate the romantic aspect of the day?
Enter Knorr, yes, the company which makes flavoured dust, stock pots and powdered soup, which reckons that with so many red flags in dating, cooking is the ultimate green flag and it has research to prove it, so there.
You see, apparently, 88% of Gen Z consumers are more likely to connect with someone on a dating app if they can cook or are interested in cooking, while nearly one in three (32%) won’t even consider dating someone who can’t cook.
In a new campaign created by creative agency MullenLowe, alongside Weber, Mindshare and ITB, Knorr is aiming to help young singles up their dating game. The #UnlockYourGreenFlag activity is also partnering with Tinder, to encourage singles to show off their cooking interest by adding it to their dating profiles.
Working with TikTok creators, the campaign acknowledges the sea of red flags and introduces cooking as the ultimate green flag and shares tips on how to boost cooking and dating skills, whether it’s how to ‘prime their profile’ or how to create the ultimate date night dish – think ‘kiss me chilaquiles’ that’s guaranteed to impress.
Knorr global masterbrand director Niek de Rooij said: “With this campaign Knorr taps into the one green flag we can all agree on – cooking. As your wingman in the kitchen, Knorr is helping singles level up their skills – even if they haven’t cooked much before – as a great way to impress and help you connect with a date.
“This is an exciting next step in our journey with MullenLowe UK and team IPG to attract a new generation to cook with Knorr with a fun social first campaign that stands out in culture.”
MullenLowe UK global creative director Carlos Andreas Rodriguez added: “#UnlockYourGreenFlag is the perfect example on how ‘cooking’ can become part of young people’s lives way beyond just the kitchen. We’re so happy that Knorr let us join them in the journey to find those new spaces.”
So, what is the consensus around the Decision Marketing office?
Well, we guess what this campaign really tells us is that GenZers need all the help they can get – both in the kitchen and the bedroom – but you do have to wonder why these youngsters are so clueless. Still, ours is not to reason why…
And, at least this campaign actually makes sense; compared with last year’s ‘#ModTheVeg’ activity, and even the more recent “Knorrplay”, #UnlockYourGreenFlag is “cooking on gas”.
Decision Marketing Adometer: A ‘swipe right’ 7 out of 10
