Just in time for Valentine’s Day, new work by MullenLowe UK, Knorr and Tinder® are sparking vibes in the kitchen and launching #UnlockYourGreenFlag, a new campaign that champions the power of cooking to bring singles together with the ultimate green flag – cooking.
In fact, Gen Z are 88% more likely to connect with someone on a dating app if they can cook or are interested in cooking, while nearly one in three won’t even consider dating someone who can’t cook.
It’s no secret that food and love have long shared a hand-in-hand type of relationship, and in an effort to spread the romance and encourage connection in an increasingly isolating culture, #UnlockYourGreenFlag will see these two giant brands brought together online in social spots, and also in the real world with events and more, cooking up real connections everywhere. But that’s not all, it’s a campaign that’s all backed up with real data – the Green Flag Study.
Our recent Green Flags Study shows that dating has become more challenging, with 91% of men and 94% of women agreeing it’s tougher than ever. In a time when it can feel like we’re surrounded by red flags, people are craving something positive and universal—like cooking. Cooking is the ultimate green flag because it’s more than just a skill; it’s a way to connect, show creativity, and demonstrate care for others. It’s no surprise that singles are turning to the kitchen as a place to spark new connections.
Launched in tandem with a new survey jointly commissioned by global food experts, Knorr, and Tinder®, the number one most downloaded dating app in the world, found that 70% of respondents have cooked a meal, or learned to cook to impress a love interest, with over three quarters of singles more likely to agree to another date with someone after being cooked an amazing meal.
As part of the #UnlockYourGreenFlag campaign, Knorr is partnering with cooking and dating experts, such as Tinder® to share useful tips and hacks in the kitchen and in real life, so that singles around the world can unite over the allure of cooking.
The brand will also be running a series of live events to bring singles together to improve their cooking and dating skills in the flesh.
Find out more about the campaign at @knorr on TikTok and Instagram.
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