The Challenge
We partnered with Knorr to address a clear challenge: while the brand is widely recognized for flavor, it lacked distinctiveness and cultural relevance among Gen Z and Millennials in the U.S. With the launch of Premium Flavor Bases, our task wasn’t to reintroduce Knorr, it was to recontextualize it in a way that felt memorable within a crowded, low-interest category. We grounded our thinking in a broader cultural tension. Modern dating, shaped by apps and social media, has created new norms, many of which feel disconnected from genuine human connection. One particularly prevalent behavior among younger audiences is the rise of explicit, unsolicited messages. In fact, more than half of women report having received them. At the same time, Knorr’s own data revealed a striking contrast: 3 in 4 people find someone who cooks more attractive. This gap exposed a powerful insight. While young consumers are actively seeking meaningful, authentic connection, their digital behaviors are often working against them. Our challenge, then, was to bridge this disconnect; positioning Knorr not just as a food brand, but as a catalyst for more genuine, real-world connection.
The Solution
We brought this insight to life through Dish Pics, an idea born at the intersection of modern dating culture and the desire for more meaningful connection. We took a negative but highly recognizable behavior and flipped it into a positive, aspirational one: send #DishPics, not dck pics*. In doing so, we positioned Knorr as both culturally aware and actively part of the solution. To ensure the idea resonated authentically, we partnered with a bold and relevant culinary creator whose humor and values aligned with our audience, and activated the campaign across social platforms where these conversations were already happening. By tapping directly into contemporary dating discourse, we made the brand feel timely, differentiated, and impossible to ignore. Most importantly, we transformed the private DM, from a space often associated with disconnection, into an opportunity for genuine interaction. In doing so, we gave Knorr a functional role in sparking romance and building real relationships.
