Knorr x Tinder #UnlockYourGreenFlag

Source: Knorr

This campaign is from last year, but I just discovered it and I just have to talk about it. It’s that good!

If you're not familiar, Knorr is a Unilever food brand known for soups, seasonings, meal kits, and yes those infamous bouillon cubes.

Not surprisingly, Knorr wants to engage with Gen Z to get more people cooking. They are certainly interested in cooking but somewhat intimidated by it. Knorr has the perfect line up for that behavioral/emotional mix.

Tinder is also looking to engage with Gen Z to get more people dating. And while on the surface it might seem odd for these two brands to partner, when you dig in you begin to see the insights unfold.

Tinder has research showing Gen Z throws up plenty of red flags while dating, with real behaviors that get in the way of advancing relationships.

Meanwhile Knorr has research showing that cooking is a green flag. According to their research, 93% of Gen Z consider cooking to be attractive. 88% say they're more likely to connect with someone on the app if that person can cook.

Hence the collaboration.

So Knorr and Tinder launched #UnlockYourGreenFlag, a campaign across 11 markets encouraging users to add "cooking" to their profiles using Knorr's green flag icon.

The result? More than 725,000 users added the flag to help find each other, through the shared interest of cooking.

That's a win for both brands: Knorr gets Gen Z cooking at home, Tinder gets users highlighting an attractive quality hopefully leading to a connection, quicker.

Smart insights. Smart collaboration. And hopefully, a few good dates out of it.

What's your experience? JIM