There’s never been a better time to be a food brand.

However, as each year passes, big food becomes a little less relevant, as a new wave of food brands that better meet the expectations of millennial cooks are stealing market share and contributing over 90% of category growth across the globe.

Knorr, as one of Unilever’s largest brands, with thousands of SKUs across 75 countries, has to evolve to stay relevant, arrest a decline in household penetration, and start to recruit the next generation of cooks into the brand

This led to the brief for this project, anchored in resetting Knorr's relationship with millennials, via the creation of a masterbrand activation across key markets, with the objective of reaching millennial cooks at scale, drive new conversation around the power of flavour, driving re-appraisal of Knorr's role within that.

In order to give #LoveAtFirstTaste the best chance of penetrating popular culture, we needed a quick start, so we synchronised PR coverage & accelerated video distribution across the largest video and social platforms on the web.

On Twitter we posed the question to every user in the UK on launch day as to whether they believed in #LoveAtFirstGlance or #LoveAtFirstTaste.

On Facebook, we reached all available ‘foodies’ across our Top 10 markets through the opening days of the command centre – dropping into the newsfeeds of over 150M people across the Globe.

Once critical mass had been reached, PlayBuzz rebuilt and natively distributed the Knorr Flavour Profiler across the open web, whilst Tastemade built and distributed a recipe video series inspired by it, as well as by us to target foodies, need-states and flavour preferences across Facebook, Instagram & Twitter in firsts for the brand.