How Knorr is playing wingman as cooking heats up the dating game

Global food brand Knorr is leaning into modern dating culture with the launch of its #ServingSingles campaign, an initiative designed to help young singles form real-world romantic connections through cooking.

Inspired by behavioural insights and the viral #DateMyFriend social trend, the campaign aims to tackle “swipe fatigue” by encouraging people to recommend their single friends who can cook.

The move builds on the brand’s earlier #GreenFlag campaign, which positioned cooking as one of the most attractive traits in a potential partner.

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According to research commissioned by Knorr, young singles spend an average of 156 hours a year on dating apps but make only six meaningful connections during that time. The same study found that nearly two-thirds (64%) of respondents would welcome a recommendation from a friend instead.

Against this backdrop, #ServingSingles encourages people to nominate their single friends who enjoy cooking, effectively turning friends into matchmakers.

The initiative is centred on user-generated content and real-world connections. A branded mission on TikTok invites users to nominate their single cook friends, with the brand boosting the most compelling submissions.

The campaign is also supported by media partnerships and in-person referral events designed to extend the online conversation into real-life interactions.

The initiative was developed through a cross-agency collaboration. MullenLowe Group led creative development after identifying the insight through social listening, while Mindshare, part of WPP, handled the media strategy across social and traditional channels.

Meanwhile, Weber Shandwick developed the global PR strategy, with regional teams executing the campaign in local markets.

Through the integrated mix of digital engagement, storytelling and on-ground activations, the campaign aims to position cooking as a standout trait in the dating landscape, while encouraging people to champion their single friends in the search for romance.

“At Knorr, we connect with consumers by engaging in cultural conversations that matter to them. We’re giving visibility to single friends, shifting the focus from digital swipes to genuine, human recommendations. Food has always been a universal connector, and this campaign showcases how this resonates in markets around the world," said Nicky Neerscholten, global head of digital and masterbrand at Knorr.

In tandem, Carlos Andrés Rodríguez, executive creative director at MullenLowe said, "The dating world is saturated with monotonous swiping, and our challenge was to cut through that noise with something undeniably real."

"#ServingSingles champions the idea that cooks are innately attractive – a quality that shines brightest in the kitchen. It gives people a platform to celebrate their single friends by turning the joy of cooking into the ultimate connector for romance," he added. 

The focus on cooking as a romantic advantage also builds on earlier work by the brand in the dating space. In February last year, Knorr partnered with Tinder on a campaign encouraging singles to highlight their cooking skills on their dating profiles.

A study conducted by the partners found that 93% of Gen Z singles see cooking as the ultimate “green flag” in dating, while 63% said they were more likely to say yes to a match who enjoys cooking. Meanwhile, 28% said they would not consider dating someone who cannot cook, and 79% said a great home-cooked meal would increase the chances of a second date.

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