Dive Transient:
- Unilever-owned meals model Knorr has partnered with courting app Tinder on a advertising and marketing marketing campaign to assist folks discover love by means of cooking this Valentine’s Day, in keeping with a press launch.
- The pair launched “#UnlockYourGreenFlag” this week to encourage Tinder customers so as to add cooking as an curiosity on their courting profile and increase the chance of discovering a match. To assist shoppers hone their cooking talents, Knorr will put up recipes to TikTok and Instagram in the course of the lead-up to Valentine’s Day.
- The marketing campaign relies on analysis which discovered 63% of these utilizing a courting app usually tend to say “sure” to somebody who’s occupied with cooking whereas 28% of respondents wouldn’t date somebody who can’t prepare dinner.
Dive Perception:
Knorr is seeking to encourage and demystify cooking this Valentine’s Day by means of its Tinder partnership. The hassle, “#UnlockYourGreenFlag,” performs on relationship terminology and faucets into what shoppers search for in a accomplice.
Ninety-one % of males and 94% of ladies assume courting is tougher than ever. Discovering love within the digital age might be daunting. Figuring out pink flags (problematic qualities or traits) and inexperienced flags (optimistic qualities or traits) based mostly on a profile might be troublesome. The Knorr marketing campaign places one inexperienced flag front-and-center, with 93% of Gen Z saying cooking is the “final” inexperienced flag.
The technique behind the advertising and marketing push relies on the findings of two surveys. A survey of 8,000 18-34 year-olds and performed by Tinder and Opinium went out final 12 months to shoppers situated within the U.Okay., the U.S., Australia and Canada. DCDX performed an extra survey on U.S.-based Gen Z shoppers. Information for that survey was collected between Dec. 27, 2024 and Jan. 7, 2025 and consisted of 1,005 responses.
The choice to put up recipes on TikTok can be a strategic selection for the model. Regardless of the potential for a ban within the U.S., the video platform stays a go-to for a lot of entrepreneurs seeking to join with youthful shoppers. The app has grow to be a supply for cooking inspiration for a lot of, with a swath of “TikTok recipes” going viral.
Youthful shoppers are a core goal for Knorr with its current campaigns. In November, it focused shoppers aged 18-35 with its “#EffortisEverything” marketing campaign, which showcased cooking blunders in the course of the vacation season.
