Knorr & Tinder Celebrate Food Green Flags

The survey also found that 27% of Gen Z have learned to cook to impress a love interest and 79% say they would be more likely to go on another date with someone who cooked them an amazing meal. And, with over 90% of those surveyed reporting that the dating scene is tougher than ever, the campaign encouraged daters to increase their chances of a swipe right by adding cooking to their interests on Tinder and improving their culinary skills with Knorr.

As part of the campaign, spanning 10 global markets, Knorr released short video series hosted by regional content creators. In the US version, American food influencers Brett Chody and Owen Han dispense dating advice while cooking recipes using Knorr’s range of products. Aimed at cooks at all skill levels, the videos blend tips on how to “pimp your profile” with knife skills. While some posts in the series direct viewers to the Knorr website for the recipe, others have the ingredients and instructions posted in the captions.

The campaign also included an advert and assets designed by British marketing communications company MullenLowe that poke fun at the multitude of red flags expressed online, like “still wears skinny jeans”.

For more insight on Gen Z hobby and social activity trends, see Gen Z Leisure Trends: 25/26. Meanwhile, Gen Z Food + Drink Trends: 25/26 explores the culinary preferences of this cohort. Also, see Internet Trends 101: New Romance for developments in the digital love and dating landscape.