Continental wants to win over millennials by matchmaking with flavour
Continental chasing millennials with new campaign
Unilever food brand Continental is taking direct aim at the tough to target millennials market with a campaign enticing ‘people to find partners through flavour matching.
In a shift from its traditional focus on mums and shoppers, the Unilever brand is instead looking to build its brand with younger consumers.
The campaign is an extension of a global strategy that has been adopted by the brand in recent months using the line Love at First Taste.
The Australian roll-out is anchored in a film directed by Tatia Pilieva, who created the viral sensation First Kiss.
Continental Australian marketing director Katja Thies said the idea of the campaign had come out of research suggesting that people who shared the same tastes in food were more likely to make better partners.
“Flavour is at the heart of everything we do as a brand,” Theis said.
“It’s a very different and new approach for us and and we are approaching it in a non-traditional way. We are trying to connect with millennials.”
Using the hashtag #LoveAtFirstTaste, the campaign is also a departure for the brand running solely through social media including paid targeting on Facebook and YouTube promotion.
Viewers of the film, which pairs people on a first date based on the foods they like, are directed to an interactive flavour profiler which defines people as one of 12 different flavour profiles, then prompts them to share through social media.
It also brings up Continental recipe suggestions.
She admitted the strategy mimicked the trend for relationship shows on TV such as The Bachelor, The Farmer Wants a Wife and others which connected people with their true love.
Thies noted that one of the couples from the film are still dating.
The campaign was created by Mullen Lowe in the US with media in Australian handled by PHD.
Credits:
- Client Name: Continental, Unilever
- Campaign Name: Love At First Taste
- Agency: Mullen Lowe
- Global Creative Director: Tom Hudson
- Managing Partner, Strategy: Rebecca Morgan
- Global Business Director: Richard Ellis
- Senior Art Director: Bryan Carroll
- Senior Copywriter: Aroon Mukhey
- Executive Creative Director: Margaret Keene
- Chief Creative Officer: Mark Wenneker
- Global Account Manager: Izzy Falcon
- Agency Producer: Nicholas Kurs
- Proudction Assistant: Camille Hanish-Oakes
- Jenny Barthe: Strategist
- Local agency: Media and PR
- Media Agency: PHD
- PR Agency: Liquid Ideas
- TVC “Love At First Taste”
- Director: Tatia Pilieva
- Production Company: Pulse Films
- Production Company Producer: Neil Andrews
- Director of Photography: Andre Lascaris
- Editor: Garret Price
- Music: Joel P. West
- Post Production: Framestore
- Audio Post Production – Nathan Dubin at Margarit Mix
Simon Canning
