Joy of Digital Award: It’s a match between Knorr & Tinder

63% of singles are more likely to say “yes” to someone interested in cooking, according to Tinder’s research, and Knorr leveraged that insight via a campaign with TInder to help people navigate the sea of dating red flags by celebrating the ultimate green flag - cooking. 

#UnlockYourGreenFlag primarily leveraged social video, with a focus on TikTok, to resonate with potential daters and capture the attention of a Gen Z audience. It was created with MullenLowe UK and launched in the lead up to Valentine’s Day to encourage daters to add ‘cooking’ to their Tinder profiles.

Knorr posted daily recipes on its socials as part of the activity and collaborated with creators to engage the cooking community on socials, with people sharing tips on how to improve both their cooking and dating skills. 

“Valentine’s Day is always awash with hearts, chocolate and roses - and I’m not knocking any of that, least of all the chocs - but it’s so refreshing to see a campaign doing Valentine’s Day a bit differently”, explains Joy, Chief Digital Cheerleader at IAB UK and Chair of the Joy of Digital Awards. 

“Sure, stock cubes aren’t what usually spring to mind when you think ‘romance’, but this partnership between Knorr and Tinder comes together like a good recipe. The campaign is sharp and relevant, tapping into Gen Z culture and the reality of dating today. But what I love even more is that the creator content builds on the core activity to further engagement and tap into the cooking community on TikTok. Bon appetit!” 

Joy created the Joy of Digital Award - which is presented monthly - to celebrate campaigns that embody the joy of digital and harness digital channels in innovative ways to enhance creativity, demonstrating a dash of something extra special when it comes to the execution.

Find out more about the Joy of Digital Award and past winners here.