Based on an insight and riffing on an already massively viral concept, is this an execution inherently effective? Or is it just another blind stab at social engagement?
Yes, it’s cute, even quirky. And it’s not something you would typically think of from a heritage FMCG brand doing. But still...
Single strangers were asked to go on blind dinner dates and feed their potential matches while being filmed for a new campaign from Knorr. The 177-year-old Unilever brand's thinking? That if it paired up people who like the same kind of food, it might spark a romantic connection.
The approach makes sense; according to the brand's research, people are more likely to be attracted to each other if they have the same taste in food. And of course, it's not surprising that the effort, called "#LoveAtFirstTaste," comes from First Kiss director Tatia Pilieva, who seems to excel at getting strangers to be intimate.
"We matched singles who'd never met before through flavor profiles and watched what happened," said Ukonwa Ojo, senior global director at Knorr. "We thought it would be great to bring to life the ability of flavor to help you understand yourself and to help you connect with others via a social experiment. The brand is really all about flavor." [April 27, 2016]