United States – Global food brand Knorr has launched a new campaign called #ServingSingles, tapping into a growing social media trend around modern dating and positioning cooking as an attractive trait for potential partners.
The initiative draws inspiration from the viral #DateMyFriend trend, in which people recommend single friends on social media. According to the brand, the campaign aims to address so-called “swipe fatigue” among young singles by encouraging real-world introductions and social endorsements rather than relying solely on dating apps.
The campaign follows the brand’s earlier #GreenFlag initiative, which highlighted cooking as a desirable quality in a partner. Knorr said its social listening efforts identified a growing frustration among online daters and an emerging interest in community-driven matchmaking trends such as #DateMyFriend.
To explore this shift further, the company commissioned research that found young singles spend an estimated 156 hours a year on dating apps but form only six connections on average. The same study indicated that nearly two-thirds (64%) of respondents would welcome a friend’s recommendation when meeting potential partners.
“The dating world is saturated with monotonous swiping, and our challenge was to cut through that noise with something undeniably real,” said Carlos Andrés Rodríguez, executive creative director at MullenLowe. “#ServingSingles champions the idea that cooks are innately attractive – a quality that shines brightest in the kitchen. It gives people a platform to celebrate their single friends by turning the joy of cooking into the ultimate connector for romance.”
The campaign is centred on user-generated content and offline events designed to encourage people to nominate single friends who enjoy cooking. A branded mission on TikTok invites users to recommend friends, with Knorr highlighting selected posts across its channels. The effort is also supported by media partnerships and in-person referral events intended to bring the online conversation into real-world interactions.
“At Knorr, we connect with consumers by engaging in cultural conversations that matter to them,” said Nicky Neerscholten, global head of digital and masterbrand at Knorr. “We’re giving visibility to single friends, shifting the focus from digital swipes to genuine, human recommendations. Food has always been a universal connector, and this campaign showcases how this resonates in markets around the world.”
The campaign was developed through collaboration among several agencies. MullenLowe led the creative development, while Mindshare, part of WPP’s media network, handled media strategy across social and traditional channels. Weber Shandwick developed the global public relations strategy, with regional teams overseeing local implementation.
According to the company, the integrated campaign aims to spark a broader conversation about cooking as a social connector, positioning the kitchen as a starting point for meaningful relationships while encouraging people to support their single friends in finding partners.
