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The spot leading the Love at First Taste push has secured over seven million views on YouTube alone since its 25 April release.
Taking the taste test further, Unilever-owned flavour giant, Knorr, has rolled out a digital campaign targeting a new generation of gastronomically-inspired millennials. Aptly titled Love as First Taste, the short film leading the push has secured more than seven million views on YouTube alone since its release on 25 April 2016.
The three-minute commercial was created by creative shop, MullenLowe, and directed by filmmaker, Tatia Pilieva of Pulse Films, whose viral movie, First Kiss, won a Gold Lion at Cannes in 2014. According to the agency behind the work, the effort combines thought provocation with innovation to evoke discovery.
Set on developing compelling, shareable content steeped in human experience around flavour and food, the movement was backed by an online global research project. A key finding from the study indicated that people were more likely to be attracted to someone who shared a similar palate.
To test the theory, the brand ran a social experiment, and adding a twist, it paired complete strangers based on the flavour profiles they had in common, using the Knorr Flavour Profiler. A total of 14 singles were matched to see if a shared fancy for specific tastes would arouse chemistry between said couples.
Parked on a dedicated microsite, the aforementioned interactive tool was curated based on the popularity personality quizzes to feature 12 profiles, allowing users to locate their essence. The results can be shared on social media using the #LoveAtFirstTaste hashtag to determine which friend or romantic interest is an ideal match.
Reflecting variety, the Love at First Taste profiler helps one discover whether he or she is a Salty Adventurer, Roasted Romantic, Gracious Grazer, Tangy Dynamo, Meaty Warrior, Spicy Rebel, Sweet Sensualist, Deep Sea Dreamer, Rustic Ranger, Earthy Idealist, Potent Provocateur or Melty Indulger.
The digital platform uses a person’s preferences to create tailor-made recipe recommendations based on personal inclinations. In addition, Knorr teamed up with YouTube foodies, TasteMade, to design snappy recipe videos which are both easy to follow as well as share across the digital sphere.
In conjunction with the exercise, the company welcomed the flavour perspectives of 12,000 participants from 12 countries to get an informed understanding of the crucial role flavour plays in everyday life, and understand the personal meaning different people draw from its presence on their plates.
The Love at First Taste initiative is part of a wider drive to develop a more progressive way to interact with customers, and marks the debut of a fresh brand direction for Unilever’s largest food brand. Knorr is shifting its focus to reflect the renewed landscape, by delivering an integrated approach which speaks directly to its target audience.
“Flavour is a part of your personal profile that everyone’s ignored, until now. Imagine going on a date with someone not because of the way they looked, but because of favourite flavours you had in common. We tried it and watched personalities come alive and connections sizzle,” said Tom Hudson, Global Creative Director at MullenLowe.
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