Food and beverage brand, Knorr, and dating app, Tinder, have teamed up to help singles find love by equipping them with the ultimate green flag: cooking.

Ahead of Valentine’s Day, the partnership leans into culture to produce a relatable campaign that also provides a helpful tip for its audience. 

‘#UnlockYourGreenFlag’ was created by MullenLowe, in collaboration with Weber Shandwick, Mindshare and ITB. The campaign plays on the popular social media terms  of ‘red flags’ which is often used to highlight worrying signs or behaviours in potential romantic partners. The campaign highlights ‘green flags’ which are good signs used to describe characteristics of potential romantic connections. 

Aiming to equip consumers with more green than red flags, the work builds on the insight that cooking is the ultimate green flag for 93% of single Gen Zs. As many as 88% of Gen Z are more likely to connect with someone on a dating app if they are savvy in the kitchen or interested in cooking. While 32% wouldn’t even be interested in dating a person who can’t cook.

The campaign features a hero video which takes viewers through a comedic sea of what people have deemed to be red flags, before introducing the ultimate green flag. Emphasising the subjectivity of red flags, the short film runs through a series of opposite traits, with each being a warning sign to someone.

For instance, one red flag is: ‘Said I love you on the second date’, while another is: ‘Hasn’t said I love you after six months’. 

While red flags are subjective, most Gen Zs agreed on one green flag;  cooking. As the campaign explains: ‘In a world of red flags, go for a universal green flag’. It therefore encourages people to add cooking to their Tinder profiles and provides users with helpful tips to up their game.

The work launched on TikTok, with its list of red flags and introduction to the ultimate green flag. This content also includes collaborations with creators, where they share tips on how to improve both cooking and dating skills. Going one step further, Knorr equipped people with these tips in real life at its ‘Green Flag’ events.

Accompanying the campaign is a new survey commissioned by Knorr and Tinder. The research found that 70% of respondents have cooked a meal to impress a love interest, with 34% even learning to cook for the same reason. And that hard work pays off, as 77% of those surveyed said they would be more likely to agree to another with someone who cooked them an amazing meal. 

Cooking as a skill reflects positively on a person, as 51% of respondents said that being able to cook shows that someone is independent. While 42% saying the ability to cook shows that they are creative. 

Devyn Simone, Tinder’s Resident Relationships Expert, explained: “Our recent Green Flags Study shows that dating has become more challenging, with 91% of men and 94% of women agreeing it’s tougher than ever. In a time when it can feel like we’re surrounded by red flags, people are craving something positive and universal—like cooking. 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”.

Niek de Rooij, Global Masterbrand Director at Knorr added: “With this campaign Knorr taps into the one green flag we can all agree on – cooking. As your wingman in the kitchen, Knorr is helping singles level up their skills – even if they haven’t cooked much before – as a great way to impress and help you connect with a date. This is an exciting next step in our journey with MullenLowe UK and team IPG to attract a new generation to cook with Knorr with a fun social first campaign that stands out in culture”. 

The campaign launched in 11 markets: US, Canada, Mexico, Germany, Italy, Philippines, Vietnam, Nigeria, South Africa and India. The aim: to motivate a whole new generation to get cooking.

At a time when dating seems harder for many young people, Knorr and Tinder are providing tangible advice and help with this timely campaign. Based on real insights ‘#UnlockYourGreenFlag’ successfully plays in Gen Z culture and effectively connects with audiences. Just in time for Valentine’s Day, the brand partnership is a match that makes sense.