Photo source: Knorr
The brand Knorr, operating within the Unilever portfolio, has launched a new global campaign titled “#ServingSingles”, designed to leverage the viral social trend #DateMyFriend and turn it into a platform for connecting young singles through cooking. The campaign relies on user-generated content, media partnerships and live events with the goal of transforming digital interactions into real-life social encounters.
The starting point of the campaign is the insight that online dating often produces more frustration than meaningful results. Research commissioned by Knorr shows that young singles spend around 156 hours per year on dating apps, yet achieve only six real connections on average. At the same time, 64% of respondents say they would welcome a friend’s recommendation when meeting a potential partner.
This insight forms the core idea of the campaign: instead of endless swiping, friends nominate their single friends who can cook, introducing them to potential romantic partners.
The campaign is centred on TikTok, where the brand uses the TikTok Branded Mission format to encourage users to publish content recommending their single friends who enjoy cooking. The most compelling posts are then amplified through the brand’s channels, turning community-created content into the central element of the campaign.
According to Nicky Neerscholten, Global Head of Digital and Masterbrand at Knorr, the goal was to participate in conversations already taking place within youth culture. “Our approach is to give visibility to single friends and shift the focus from digital swiping to genuine human recommendations. Food has always been a universal connector, and this campaign demonstrates how that insight resonates across markets.”
The creative concept was developed by MullenLowe, which shaped the idea based on analysis of conversations and trends across social media. The media strategy aimed at reaching Gen Z across digital and traditional channels was developed by Mindshare, part of WPP Media, while the global PR strategy was created by Weber Shandwick with support from regional teams.
Carlos Andrés Rodríguez, Executive Creative Director at MullenLowe, notes that the challenge was to find an authentic way for the brand to stand out in the saturated online dating environment. “The dating world is flooded with monotonous swiping, and our task was to introduce something genuinely real and relevant. The campaign gives people the opportunity to celebrate their single friends and show that cooking is a quality that can bring people together.”
In addition to digital activations, the campaign includes media partnerships and in-person events, turning an online trend into real-world recommendations and meetings.
The “#ServingSingles” campaign builds on last year’s initiative “#UnlockYourGreenFlag”, in which Knorr collaborated with the dating app Tinder. That campaign was based on research showing that 93% of Gen Z respondents consider the ability to cook an attractive trait in a partner.
With this new initiative, Knorr continues a strategy of using cultural and social insights to build relevant communication with younger consumers. By combining social trends, community content and real-world interactions, the campaign positions the kitchen as a place where meaningful connections can begin.
