Finally, a company is paying attention to single young people who don't date for their new marketing campaign

Knorr, the food brand of Unilever, has launched its #ServingSingles campaign, an initiative aimed at connecting with young singles amidst a saturated landscape of dating apps. The campaign arises in response to the growing fatigue users experience while swiping on these platforms; a phenomenon that has sparked conversations on social media, such as the viral trend #DateMyFriend.

Knorr, sinful glutton

According to data commissioned by Knorr, single young people only manage to make six connections a year, despite dedicating 156 hours annually to dating apps. However, nearly two-thirds of these consumers express that they would be open to receiving recommendations from friends to find a partner. With this premise, the campaign focuses on TikTok, where the aim is to amplify user-generated content and serve as a wingman for those in search of love.

Nicky Neerscholten, global director of digital and masterbrand at Knorr, highlighted the importance of engaging consumers in meaningful cultural conversations. “We are giving visibility to single friends, shifting the focus from digital swipes to genuine human recommendations. Food has always been a universal connector,” she stated in a statement.

The campaign has been developed in collaboration with several agencies, where MullenLowe was responsible for the creativity based on social listening, while WPP Media’s Mindshare focused on connecting with Generation Z across various platforms. For its part, Weber Shandwick executed a global public relations strategy.

The #ServingSingles initiative continues Knorr’s legacy in initiatives of this kind, such as their #UnlockYourGreenFlag campaign, in which they collaborated with Tinder for Valentine’s Day. During that campaign, Knorr shared recipes on TikTok and Instagram, incorporating cooking as a bridge to romantic connection.