Title	LOVE AT FIRST TASTE
Brand	UNILEVER
Product/Service	KNORR
Entrant	PHD London, UNITED KINGDOM
Idea Creation	PHD London, UNITED KINGDOM
Idea Creation 2	MULLENLOWE GROUP London, UNITED KINGDOM
Idea Creation 3	EDELMAN London, UNITED KINGDOM
Media Placement	PHD London, UNITED KINGDOM
Media Placement 2	MINDSHARE London, UNITED KINGDOM
PR	EDELMAN London, UNITED KINGDOM
Production	MULLENLOWE GROUP London, UNITED KINGDOM
Additional Company	JOULE London, UNITED KINGDOM

Name	Company	Position
Rebecca Morgan	MullenLowe Group	Managing Partner
Jenny Barthe	MullenLowe Group	Strategist
Tom Hudson	MullenLowe Group	Global Business Director
Richard Ellis	MullenLowe Group	Global Business Director
Tom Hudson	MullenLowe Group	Global Creative Director

The Campaign

The first step in this progression, was to better understand the power of flavour in people’s lives. We conducted a study amongst 12,000 people in 12 markets and what we found out intrigued and inspired us. 78% of people would be more attracted to their partner if they enjoyed the same flavours. 1 in 3 claim that if their partner didn’t share the same flavour palette, they would be worried about their long-term future together. Flavour was more powerful than we thought. Armed with this insight, the creative idea explored whether someone’s flavour personality, generated by the Knorr Flavour Profiler, a digital tool we launched with the campaign, could ultimately help people find #LoveAtFirstTaste. A social experiment, captured as a film, would spark intrigue and interest across the world, inspiring others to do the same and find out their own Knorr Flavour Profile along the way.

Creative Execution

In order to give #LoveAtFirstTaste the best chance of penetrating popular culture, we needed a quick start, so we synchronised PR coverage & accelerated video distribution across the largest video and social platforms on the web. On Twitter we posed the question to every user in the UK as to whether people believed in #LoveAtFirstGlance or #LoveAtFirstTaste. On Facebook, we reached all available ‘foodies’ across our Top 10 markets through the opening days of the command centre – dropping into the newsfeeds of over 150M people across the Globe. Once critical mass had been reached, PlayBuzz rebuilt and natively distributed the Knorr Flavour Profiler across the open web, whilst Tastemade built and distributed a recipe video series inspired by it, as well as by us to target foodies, need-states and flavour preferences across Facebook, Instagram & Twitter in firsts for the brand.

#LoveAtFirstTaste captured the attention and imagination of the newsfeeds and the viewsfeeds across the globe. Currently sitting at 112M views across all platforms (vs. target 75M), having topped the viral charts, not only did people engage with the story (2x audience retention for films of a similar length), we created a spark that triggered a huge social reaction in our favour, with over 2.7M social actions taking place in the first two weeks, 400K Likes and 200K shares of the main film and associated assets; with 1.87M clicking to find out their own flavour profile. This groundswell of interest triggered a huge reaction from the media, with the campaign receiving coverage on talkshows, radio stations, newspapers and websites across the globe, generating 1.4BN PR impressions along the way. With more results to come brand favourability is shifting where results are available……and market share increased notably after the campaign.

Without semaless integration with the brand and agency partners in the planning of how #LoveAtFirstTaste would be best experienced in-market, we wouldn't have right the assets and toold to unlock the attention of our target audience at scale. Without seamless integration in the deployment of the idea, via a command centre at Unilever, across multiple marketing disciplines, assets, platforms and markets, we wouldn't be able to understand which assets were most effective in unlocking the attention and action of audiences across the globe; thus increasing the reach and resonance of the campaign for each € deployed.

To compel 'millennial cooks' to reappraise us, we needed the appropriate tools to unlock their attention, engagement and action in our favour. To achieve this, communications focussed on the integration of three routes to engaging more cooks in more compelling ways: - 1. Give the whole world the chance to experience #LoveAtFirstTaste - via accelerated distribution of the social experiement across the newsfeeds and viewsfeeds of millennial cooks across the globe 2. Take the Knorr Flavour Profiler out of the hub and into the newsfeed - via native partnerships with tech platform PlayBuzz and Social Food Juggernaut TasteMade, to seed the profiler and the meal inspiration that powered it across the open and social web 3. Relentlessly pursue marginal gains in distribution - a command centre launch at Unilever would allow us to understand which assets were most effective in unlocking the attention and action of millennials across the globe