MullenLowe Finds #LoveAtFirstTaste in Knorr Experiment

By Erik Oster 

MullenLowe launched a new campaign for Unilever brand Knorr, following up last year’s emotional “Taste of Home” effort with the online spot “#LoveAtFirstTaste.”

This effort takes a much more lighthearted approach, opening with the question, “Can flavour help you find love?” followed by “Knorr presents Love at First Taste.” The agency attempts to answer the question with a little experiment matching up couples by the flavors they prefer. Then they set the couples out on a date with a pretty unusual catch: they had to feed each other for the entire meal. The action was caught by “First Kiss” director Tatia Pilieva.

As you can see, some of the couples (who may actually just be actors) seem to hit off, while others seem a bit annoyed that they can’t just eat their meal like a normal person. The lengthy video spends a bit too long with shots of couples feeding each other, especially considering the stunt seems to be only tangentially related to the brand in the first place. At the end of the spot, there is an attempt to engage viewers and bring things back to the brand, with an invitation to “Discover your own flavour profile” with the Knorr Flavour Quiz.

There has never been a better time to be a food brand – the millennial audience is crazy about food – and cooking unites the generations. [The campaign] will excite people who love us today, and people who haven’t tried us yet,” Ukonwa Ojo, senior global director, Knorr, told AdAge.