Knorr is the world's 9th biggest food brand, serving 320 million consumers a day across 87 markets. Its cooking products range from stock cubes and soups, to sauces and recipe kits and have been trusted by home cooks for 178 years. This Is the story of how branded content helped reframe Knorr to a new global cohort of discerning Millennial foodies.

This new generation of foodies are the cooking category's biggest opportunity - but they're not drawn to big, anonymous packaged food brands like Knorr, preferring smaller, authentic, more personable brands that are stealing market share.

Knorr conducted a study among 12,000 people in 12 markets and discovered that flavour was a key component of compatibility in relationships.

Making the link between flavour, personality and love was our strategy. We would appeal to millennials by talking to them on their own terms and making It entertaining for them by:

- tapping into an unexplored aspect of their love for food

- helping them discover their flavour personalities through an interactive tool

- conducting a social experiment matching couples by their flavour personalities

- exploding the campaign elements through an intelligent social media ecosystem

We developed a typology of what your favourite flavours say about you. An interactive tool allowed users to determine their flavour-personality. Each flavour-personality profile then received perfectly tailored recipes and products.

To gain attention we created provocative film content, "Love at First Taste", matching singles by their flavour-personality and sending them on a foodie first date where they had to feed each other. All was exploded in a reactive social media ecosystem aimed at maximising free exposure.

Designing our campaign around passion points we shared with our audience, rather than just around products, helped us intrigue and entice our audience to spread our story for us, tripling our exposure for free. with over 70% of exposure earned . "Love at First taste" generated 1.6 billion free impressions globally, grew brand equity measures (brand appeal +8%, purchase intentions + 14%), increased market share by 1.4% and got a new generation talking about Knorr .