Knorr taps into viral social trends with latest dating-focused campaign

"At Knorr, we connect with consumers by engaging in cultural conversations that matter to them. We're giving visibility to single friends, shifting the focus from digital swipes to genuine, human recommendations. Food has always been a universal connector, and this campaign showcases how this resonates in markets around the world."

"Young singles net just six connections a year despite spending 156 hours on dating apps, per data commissioned by Knorr. However, nearly two-thirds of those consumers would welcome a friend's dating recommendation. The Knorr campaign heads to TikTok to amplify UGC and serve as a wingman for consumers."

"Knorr's #ServingSingles campaign sees the Unilever food brand tapping into conversations that are happening on social media, like a viral #DateMyFriend trend that grew out of consumer dissatisfaction with the swipe fatigue common in online dating. The effort is the latest example of how brands, including many legacy CPG companies, are turning to social-first marketing."

Knorr, a Unilever food brand, launched the #ServingSingles campaign to capitalize on the viral #DateMyFriend social trend and address consumer frustration with online dating swipe fatigue. The campaign uses a TikTok Branded Mission encouraging consumers to nominate single friends who can cook, supported by media partnerships and in-person events. Research shows cooking is considered a green flag by 93% of single Gen Zers, and nearly two-thirds of young singles welcome friend dating recommendations. The campaign shifts focus from digital swiping to genuine human connections, positioning food as a universal connector. Created through collaboration between MullenLowe and WPP Media's Mindshare, the effort exemplifies how legacy CPG brands adopt social-first marketing strategies to engage younger consumers.

Read at www.marketingdive.com