Knorr transforms social media into recipe recommendations with AI-powered campaign

Tim Maytom

Food brand Knorr has launched an innovative campaign that aims to transform consumers' Instagram feeds into personalised recipe recommendations thanks to a powerful image recognition and machine learning platform.

The 'Eat Your Feed' campaign centres on a tool created by digital creative agency AnalogFolk, and enables consumers to discover personalised, relevant one-pot recipes that use Knorr products, based on the experiences they have shared using social media.

"Eat Your Feed is an innovative concept that showcases the transformative power of Knorr stocks to a new younger generation, adding twists to their favourite recipes or discovering news ones," said Philippa Atkinson, senior brand manager for Knorr UK & Ireland. "We're excited to be the first Instagram-inspired recipe solution - using our consumers own posts to prompt recipes with real value and relevance we know they'll love, as well as a reminder of the great adventures they've had in the past."

The team at AnalogFolk used visual recognition and individual image data to build a bespoke AI algorithm and trained it to understand posts and match them to the perfect recipe. Each Instagram image holds a wealth of information including time submitted, caption and, potentially, geotagged location, all of which can provide context for the algorithm.

For the image itself, AnalogFolk incorporated the IBM Watson Visual Recognition service to identify the scenes and objects in the picture and generate keywords like "nature", "beach" and "snowboard". Those keywords, combined with the metadata from the image, are used in a bespoke prioritising algorithm to assign a perfect recipe.

The Eat Your Food tool will be accompanied by a pop-up dining experience that will create the world's first Instagram-powered restaurant. Created by Knorr's PR agency W Communications, the event on 11 April will serve diners with meals matched to their Instagram feeds.