A new survey commissioned by Knorr found 79% of singles aged 18-35 in Canada are more likely to connect with someone on a dating app if they can cook or are interested in cooking.

That finding (among others) informed Knorr’s latest campaign, “#UnlockYourGreenFlag,” which champions the power of cooking to bring singles together. The campaign’s tagline is a play on the dreaded “red flag” common on most dating apps. That’s why the Unilever brand is encouraging singles to show off their interest in cooking by adding it to their dating profiles.

Maya Atallah, associate marketing director at Knorr Canada, tells strategy the brand has been looking for opportunities to position Knorr more strongly in pop culture and resonate with younger audiences under 35, which includes a strong social media campaign. In its research, Knorr also found that 93% of Gen Z’s said they were “overwhelmed and confused when looking for a partner, and something clicked,” she adds.

“We know how quickly the landscape is changing, including how our audiences consume media,” Atallah explains. “Knorr distinguishes itself by leveraging culturally relevant themes and partnerships, taking a social-first lens to our campaigns…We understand that platforms like Instagram and TikTok are becoming educational hubs for millennials and Gen Z’s, democratizing access to cooking expertise. Therefore, it felt most relevant to have the campaign live primarily on social media.”

Knorr’s research also found that 62% have cooked a meal to impress a love interest and 26% have learned to cook to impress their potential partner. Additionally, 68% of singles were more likely to agree to another date with someone after being cooked a good meal, while 35% won’t even consider dating someone who can’t cook.

As part of the campaign, Knorr is partnering with former Big Brother Canada contestant Moose Bendago to explore tips, hacks and “flags” in the kitchen and in real life.

Knorr Canada released “Remixed Mealtimes” in September, which included a collaboration with DJ duo Loud Luxury and chef Eric Chong for a one-night music experience called “The Bouillon Room” in Toronto.