MullenLowe Global

In a world full of red flags, cooking became the ultimate green flag. Knorr wanted to connect with Gen Z, a generation increasingly disengaged from traditional cooking. So we tapped into an unexpected cultural truth: 63% of Gen Z feel overwhelmed by modern dating. Together with Tinder, we invited singles to add “cooking” as an interest on their profiles—and watched what happened. From dating tips to real-life cooking events across 23 countries and 10 languages, we turned a simple idea into a global social experiment. The result? Over 35 million impressions, hundreds of creator collabs, and a powerful shift in how young people see both cooking and Knorr. A campaign that made food more than just a meal—it made it a match.