knorr: #dishpics
Fifty-three percent of Millennial women have received d*ck pics. For some reason, guys think this is a good move even though women are incredibly vocal about finding if gross, uncomfortable and deeply unsexy. But you know what is sexy? Cooking. In fact, three out of four Americans say they find someone who cooks more attractive.
To launch new Premium Flavor Bases, Knorr needed to show that home cooking was a flex rather than a monotonous chore. So, we created a movement encouraging men to stop sending d*ck pics and start sending #DishPics.
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We launched by collaborating with Olivia Tiedemann, a creator whose culinary expertise and humorous style made her the ideal voice to deliver our message. Then, we expanded our reach with additional foodie influencers, a woman-on-the-street video, and a collection of social-first assets, which included hacking the sensitive content warning filters on Instagram.
