Knorr and Tinder have joined forces to reveal cooking as the ultimate green flag for dating success, backed by surveys showing that 93% of Gen Z singles consider it attractive.
Ahead of Valentine's Day, the two brands are encouraging users to highlight cooking on their Tinder profiles, paving the way for more meaningful connections.
Knorr, a leader in flavor innovation, and Tinder, the most downloaded dating app, found that 63% of singles are more likely to swipe right on someone with cooking as an interest.
Additionally, over a quarter (28%) of singles won't even consider dating someone who can't cook. Cooking is seen as a sign of care (56%), independence (55%), and thoughtfulness (52%) — traits highly valued in a potential partner.
@knorr #KnorrPartners @brettsbites and @owen.han know dating can be… frustrating. Swipe left? Swipe right? Pro tip: If they cook (especially with Knorr), that’s a definite green flag! 💚 What Knorr dish is your *lurve* language? 🥰 #UnlockYourGreenFlag #Knorr #KnorrBouillon #GreenFlags ♬ original sound - knorr
In a press release, Knorr North America CMO Gina Kiroff expressed how cooking is a “universal green flag in a dating landscape of so many red flags.”
“With our mission to make cooking delicious, nutritious, and accessible, we're here to be your wingman in the kitchen,” she added.
Meanwhile, Tinder's Resident Relationships Expert Devyn Simone shared that the social-first campaign comes at a time when "people are craving something positive and universal."
“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.”
Knorr’s social media marketing campaign encourages singles to embrace cooking as a way to boost confidence and make meaningful connections.
What Makes a Green Flag
On Instagram and TikTok, Knorr is sharing simple, flavorful recipes and practical tips, helping singles enhance their kitchen skills just in time for Valentine's Day.
The survey also revealed:
- Most Attractive Skills: Creative recipes (53%), precise chopping (49%), and making dough from scratch (33%) top the list.
- Best Date Timing: A second date is the ideal time to showcase cooking skills, with 32% of respondents favoring this timing.
- Winning Dishes: Chicken tacos are a favorite, with 21% of singles recommending it as a surefire choice to impress.
Singles can update their Tinder profiles to include cooking and follow Knorr’s social channels for recipe inspiration, making this Valentine’s season a delicious opportunity to #UnlockYourGreenFlag.
Seasonal social media marketing like what Knorr and Tinder are doing presents a valuable opportunity for businesses to connect with their audience by tapping into the emotions and themes associated with specific times of the year.
By crafting targeted campaigns that align with holidays or seasonal events, brands can enhance engagement, boost visibility, and drive sales.
Additionally, leveraging user-generated content and encouraging customers to share their experiences can amplify reach and foster community engagement, turning seasonal moments into lasting brand loyalty.
Last year, Knorr also launched the #EffortIsEverything social media campaign for the holidays, showing off home cooks' imperfections and that effort is, in fact, everything.
