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Knorr


Love At First Taste


Knorr


Love At First Taste


Insight

There’s never been a better time to be a food brand. However, as each year passes, big food becomes a little less relevant, as a new wave of food brands that better meet the heightened expectations of food lovers are stealing market share across the globe. Knorr, as the biggest cooking brand in the world, had to evolve to stay relevant. The first step in this progression, was to better understand the power of flavour in people’s lives.

Edelman conducted a study among 12,000 people in 12 markets and the results were intriguing and inspiring. The majority of people surveyed would rather give up sex, and even their right to vote over flavour; but even more intriguing was the importance of flavour in relationships.
78% of people would be more attracted to their partner if they enjoyed the same flavours. Flavour was more powerful than anticipated.

Idea

By understanding the role that flavour plays in people’s lives, Edelman discovered that flavour is a key component of compatibility – and using this insight, we developed an extensive content marketing strategy to explore whether someone’s flavour personality, determined by the Knorr Flavour Profiler, a digital tool we launched, could help people find #LoveAtFirstTaste. A social experiment, captured as a film, would spark intrigue, inspiring others to find out their own Knorr Flavour Profile.

To give #LoveAtFirstTaste the best chance of penetrating popular culture, Edelman synchronised social media content, PR coverage, content partnerships & accelerated video distribution across the largest social platforms.

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