As Valentine’s Day approaches, Knorr’s latest research highlights a major shift in how Brits celebrate romance, with more than half (53%) of UK adults now preferring to cook at home rather than dine out. Rising costs, crowded restaurants, and a growing appreciation for shared experiences have led couples to embrace home-cooked meals as the ultimate Valentine’s tradition.
The campaign, fronted by TV personality Fred Sirieix, encouraged couples to ditch the clichés and rediscover the joy of cooking together. It showcased how food brings people closer, with couples seeing time in the kitchen as a way to bond, work as a team, and create intimate moments.
Challenge
- Changing Valentine’s Habits: Traditional dining out is declining, with 34% of Brits believing it’s too expensive, while 26% dislike the crowded atmosphere.
- Cooking as a Love Language: 53% of couples enjoy cooking together, with 67% of younger adults (18-34) seeing it as a key part of their relationships.
- Top Romantic Dishes: When it comes to Valentine’s meals, Brits favour steak (20%), sharing tapas (18%), and pasta dishes (16%) over extravagant fine dining.
Key Statistics
- 52% of Brits celebrate Valentine’s Day, rising to 71% among 18-34-year-olds.
- 53% of UK adults enjoy cooking together, with younger people (67%) most likely to bond over meal prep.
- 34% say dining out is too expensive, while 26% avoid the crowds, driving the trend for cosy at-home celebrations.
- Top romantic dishes: Steak (20%), Tapas (18%), Pasta (16%), Seafood (13%).
Action
TV host and maître d’ Fred Sirieix partnered with Knorr to promote cooking as the perfect Valentine’s activity, encouraging couples to create meaningful moments in the kitchen. As part of this, Knorr introduced Knorrplay, a limited-edition cooking experience designed to make home-cooked Valentine’s meals more engaging and enjoyable. Consumers could win a Knorrplay kitchen aid through an interactive online contest, reinforcing Knorr’s brand mission to inspire joyful cooking and strengthen connections through shared meal preparation.
Results
- Extensive Media Coverage: The campaign secured 31 media opportunities, reaching a total audience of 3,378,000 across regional and national outlets. Coverage included Good Morning Britain, Sky News and major BBC regional stations such as BBC Radio Cumbria, BBC Radio Newcastle, BBC Radio Tees, BBC Ulster, BBC Radio Wiltshire, BBC Radio Bristol, and BBC Three Counties, alongside FM104, Manx Radio, BBC Radio WM, BBC Essex, and more.
- Public Engagement: The Knorrplay initiative added a fun, interactive element, encouraging couples to make cooking together a playful experience, with strong engagement across radio promotions and online competitions.
- Changing Perceptions of Valentine’s Day: By positioning home cooking as a meaningful alternative to expensive, traditional plans, Knorr successfully reinforced its role in bringing people together through food, aligning with shifting consumer trends.
