— Huffington Post
Can Flavour Help You Find Love? That was the central question in this breakthrough campaign for the Unilever-owned food brand Knorr. The wildly successful recipe for “Love At First Taste” brought together hard science, 180 years of culinary know-how and 20 romantic hopefuls—all to remind the world of a fundamental thing dating sites and swiping apps seems to have forgotten: the power flavour has to bring us together.
ONLINE FILM | DIRECTOR: TATIA PILIEVA
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— Adweek
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More than a Film. The online film was just the beginning of a multi-faceted, engagement-oriented social experiment. After watching the film, viewers could click through to the campaign website and take the same flavor test we used to match the couples they’d just seen. Visitors were encouraged to share their “flavor personality” on their social feeds. They could also opt-in to receive special Knorr recipes individually-tailored to matched to their profile. Additional content, including a video date diary of our couples gave fans a tweet-by-tweet update of their relationships.
As part of the campaign, we developed a flavor personality test with the help of IBM’s Watson that can map people’s taste preferences based on an interactive test. In all, 12 different flavor personality groups were identified. The singles in our film were matched using this system.
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ˆ RESULTS ˆ
Cannes Lion, PR, Shortlist› One Show, Branded Entertainment, Shortlist › One Show, Film, Shortlist› US Effie Awards, Packaged Food, Silver › UK Effie Awards, Packaged Food, Silver › UK Effie Awards, Brand Experience, Silver › EuroEffie Awards, FMCG, Bronze › The Drum Content Awards, Best FMCG, Services Content Marketing Strategy, Winner › The Drum Social Buzz Awards, Best Integrated Campaign, Winner › BIMA Awards, Best Video, Winner › Jay Chiat Awards, Finalist › Webby Awards, #TheYouTube Ad Of 2016, Finalist › WARC Media Awards, Content Strategy, Long Term Idea, Gold › YouTubeAwards, #TheYouTube Ad That Goes Straight To The Heart, Finalist › ThinkLA IDEA Awards, Best Video Campaign, Winner