Dive Brief:

• Unilever-owned food brand Knorr has partnered with dating app Tinder on a marketing campaign to help people find love through cooking this Valentine’s Day, according to a press release.
• The pair launched “#UnlockYourGreenFlag” this week to encourage Tinder users to add cooking as an interest on their dating profile and boost the likelihood of finding a match. To help consumers hone their cooking abilities, Knorr will post recipes to TikTok and Instagram during the lead-up to Valentine’s Day.
• The campaign is based on research which found 63% of those using a dating app are more likely to say “yes” to someone who is interested in cooking while 28% of respondents wouldn’t date someone who can’t cook.

Dive Insight:

Knorr is looking to encourage and demystify cooking this Valentine’s Day through its Tinder partnership. The effort, “#UnlockYourGreenFlag,” plays on relationship terminology and taps into what consumers look for in a partner.

Ninety-one percent of men and 94% of women think dating is harder than ever. Finding love in the digital age can be daunting. Identifying red flags (problematic qualities or traits) and green flags (positive qualities or traits) based on a profile can be difficult. The Knorr campaign puts one green flag front-and-center, with 93% of Gen Z saying cooking is the “ultimate” green flag.

The strategy behind the marketing push is based on the findings of two surveys. A survey of 8,000 18-34 year-olds and conducted by Tinder and Opinium went out last year to consumers located in the U.K., the U.S., Australia and Canada. DCDX conducted an additional survey on U.S.-based Gen Z consumers. Data for that survey was collected between Dec. 27, 2024 and Jan. 7, 2025 and consisted of 1,005 responses.

The decision to post recipes on TikTok is also a strategic choice for the brand. Despite the potential for a ban in the U.S., the video platform remains a go-to for many marketers looking to connect with younger consumers. The app has become a source for cooking inspiration for many, with a swath of “TikTok recipes” going viral.

Younger consumers are a core target for Knorr with its recent campaigns. In November, it targeted consumers aged 18-35 with its “#EffortisEverything” campaign, which showcased cooking blunders during the holiday season.