In April we launched ‘Love at First Taste’ for Knorr – a social experiment that asked if the power of flavour can help us find love. It combined a provocative film, based on key insights about global millennial behaviour with an innovative profiling tool. In the film complete strangers were paired together based on their love of the same flavours; viewers could then discover their own flavour types using the Knorr Flavour Profiler.
The campaign was an instant success, becoming the most viewed video on YouTube in May and gaining 2 billion impressions (70% of which were earned).
As a result of its disruptive, digital-first approach, it has now also received industry-wide recognition – winning five awards at the biggest digital awards in the business. This includes winner of ‘Strategy of the Year’ at the 4A’s Digital Communications Awards and ‘Most Effective Brand’ at the Mobile Marketing Effectiveness Awards.
In total, ‘Love at First Taste’ has been awarded the following:
Winner of ‘Best Video’ at BIMA Awards
Winner of ‘Strategy of the Year’ at Digital Communications Awards
Winner of ‘Best FMCG Consumer Product’ at the Drum Content Awards
Winner of ‘Most Effective Brand’ at Mobile Marketing Effectiveness Awards
Winner of ‘Most Effective Rich Media Campaign’ at Mobile Marketing Effectiveness Awards