Knorr proved something every product maker needs to hear repeatedly: the value is in WHO the product helps buyers become.

A global Unilever study found that 93% of Gen Z singles say cooking is the biggest “green flag.”

No, not salary.
Not hobbies.
Cooking!

Knorr took that insight and built a social-first campaign around it.

And it worked because it sold confidence, connection, and competence (not bouillon cubes).

I smiled reading the study because I have my own soft spot for Knorr.

Their Hollandaise mix is my favourite little culinary cheat.

Nothing beats the real thing, but theirs is darn near foolproof … and when you need eggs Benny ASAP for a hungry crowd, foolproof is good.

Little tricks like that help me feel like the version of myself I want to show up as: capable, generous, unflustered.

That’s exactly what their campaign taps into.

In the U.S., couples cooked Knorr recipes to reconnect.

In other markets, 80% of participants ended up on real dates.

Purchase intent jumped.

And the brand became a catalyst for connection: something far bigger than a pantry staple.

Your product has a “green flag” too.

Find the moment where it makes people feel more like the person they want to be … and build YOUR story around that.

Want to make your product irresistible? That’s what we do as product marketing consultants at Graphos Product, helping innovators turn need-driven ideas into market-ready successes.