Before dating applications became the go-to for modern relationships, Knorr had been influential in uniting families across Nigeria. By sharing meals and enjoying simple cooking together, the brand recognized an essential truth: food is a catalyst for closeness.
Recent studies commissioned by Knorr reveal that this message strongly resonates with Nigerian Gen Z’s dating experiences. The research indicates that a significant portion of the youth, specifically 68%, trust personal referrals from friends more than connections made through dating applications. Nearly half, or 49%, of the respondents believe that sharing food deepens their bond with partners, while an impressive 88% find individuals who love to cook more appealing than those with flashy vehicles or fitness obsessions.
In direct response to these findings, the #ServingSinglesWithKnorr initiative aims to highlight cooking as a contemporary form of romance. This campaign encourages friends to advocate for their single, food-loving peers, shifting the focus from endless dating app scrolling to genuine food-based recommendations and shared culinary experiences. At its core, it promotes authenticity, emphasizing real cooking skills, dedication, and delicious flavors.
To activate this initiative, prominent collaborators of Knorr are showcasing their single friends on Instagram. They are challenging these friends to prepare their favorite meals while inviting admirers to engage with them in the comments instead of relying on traditional swiping methods. Notable figures like Tobi Bakre and Taymesan have featured friends including Kola Omotoso, Ojay, and Simi OD, encouraging them to shine in the kitchen and inviting followers to compete for a chance to join a Knorr-sponsored cooking date. Other influencers like Kaylah Oniwo, Daniel Ochuko, and Simi Drey also joined in, nominating their eligible single acquaintances and celebrating the confidence it takes to cook and connect.
This approach resonates deeply with the findings of the study: cooking not only fosters closeness but also showcases genuine effort, warmth, and romance — attributes that often go unrepresented in dating profiles.
Damilola Dania, Foods Demand Creation Lead at Unilever Nigeria Plc, remarked, “With the #ServingSinglesWithKnorr campaign, we are elevating the role of cooking as an essential tool in dating. Whether a veteran in the kitchen or just embarking on cooking adventures, serving a home-cooked meal conveys creativity, care, and individuality that far surpasses what a filtered online profile can express. If you seek genuine connections, participate in the #ServingSinglesWithKnorr movement and let your culinary abilities speak for themselves.”
Demonstrating a strong commitment to sustainable practices and responsible sourcing, Knorr advocates that food transcends mere sustenance; it embodies connection, culture, and compassion.
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