Knorr is a brand synonymous with flavor, targeting Millennials and Gen Z “Flavormakers”—home cooks who love to impress. For the launch of a new bouillon product, we tapped into two cultural truths: more than 50% of women have received an unsolicited explicit photo, and three out of four Americans find a partner who can cook to be attractive.

So we offered a simple upgrade. Instead of unsolicited d*ck pics, Knorr introduced Dish Pics. By sliding crave-worthy, flavor-packed dishes into the dating conversation, we proved one thing: a perfectly cooked meal is way hotter than an explicit selfie. To spread the word, we partnered with a chef-influencer known for serving sharp takes alongside seriously good recipes.

In addition to Olivia Tiedemann, we blew this concept out with a “Woman on the Street” social video and ten other female social influencers who also play in the cooking space.