In just over a week, Knorr’s Love at First Taste campaign have amassed an impressive 84 million views globally of its thought provoking film that explores the power of flavor, in just over a week. The campaign also includes an interactive tool, the Knorr Flavor Profiler that encourages discovery around flavor preferences and an innovative platform to celebrate and share the findings.
At the core of this campaign is the insight that flavor preferences serve as major factors in people’s choice of their romantic partners. The film, directed by Tatia Pilieva of viral hit film “First Kissâ€, pairs complete strangers based on their love of the same flavors, discovered using the Knorr Flavor Profiler.
Love at First Taste validated this insight with surprisingly intimate results. In fact, two of the matched strangers Irma Adinda, 26, and Antonio Bustorff, 31, found love whilst filming the viral hit. Irma, who like Antonio was a Spicy Rebel said ‘When I first met Antonio it felt like magic as we had such a spark between us and lots in common. The fact that we were simply matched on our mutual love of spicy food is incredible’. To find out more about their blossoming romance you can watch their video diary here.
The campaign builds on the success of Knorr’s moving 2015 film ‘The Flavor of Home’, and is part of a wider drive to develop a more contemporary approach to communicate with Knorr’s consumers and sees an evolution for Unilever’s largest brand.