The way to someone’s heart is through their stomach, right? So it’s no wonder that Valentine’s Day is a key date in the calendar for food and drink brands each year – and this year was no different!
With a real range of campaigns on the scene this year (including a very random one by Domino’s, who released an “Eau de Passion” perfume of its pepperoni pizza, which just left us questioning… why?), we’ve rounded up our top love-hate campaigns.
Love: Morrisons – Get personal this Valentine’s Day
To promote its ‘Dine In For Two’ range this Valentine’s Day, Morrisons launched an amusing digital campaign, turning past gift-giving mishaps into bespoke love songs.
Using real customer stories – including one of a man buying a pastry brush as a Valentine’s gift for his partner – the supermarket created three original tracks in which the customers apologise for their previous gifting blunders.
The songs then position the ‘Dine In For Two’ as the solution for how they’ll rectify their mistakes this year!
@morrisons Last Valentine’s Day our customer Tony got his wife a pastry brush. This year we helped him make up for it with a love song. Tag someone who’d love a song! 🎶🥘💕
Love: Knorr – Unlock Your Green Flag
While many people have their own ideas on what constitutes a “red flag”, there is commonly one trait that collectively is viewed a “green flag” – cooking.
Aligning with Knorr’s green coloured branding, the food brand known for its stock cubes launched a multi-channel campaign called “Unlock Your Green Flag”.
Launching the campaign on TikTok with some tongue in cheek video content, the brand also conducted a “Green Flag Study” into the extent to which singles are more likely to connect with someone who can cook.
Knorr went on to partner with Tinder to encourage singles to add cooking to their dating profile, and even ran a series of in-person events to bring singles together to improve their cooking and dating skills IRL.
@knorr #KnorrPartners @brettsbites and @owen.han know dating can be… frustrating. Swipe left? Swipe right? Pro tip: If they cook (especially with Knorr), that’s a definite green flag! 💚 What Knorr dish is your *lurve* language? 🥰 #UnlockYourGreenFlag #Knorr #KnorrBouillon #GreenFlags
Hate: An unwanted deliver-oo
One campaign that turned into something of a faux-pas was by Deliveroo. The food delivery brand decided to send handwritten cards to customers addressed to “My Valentine” – yet inside was simply a form of marketing promotion in the way of discount on flowers.
The letters caused a stir on social, with some users expressing the disappointment they felt after opening the letter, with others pointing out the potential arguments the letters could cause between couples.
After the online response – which then made the national headlines – Deliveroo was forced to make a statement which said “we fully appreciate that the copy on the handwritten envelopes for our flower discount promotion was misjudged”.
It seems cupid’s arrow missed the mark on this campaign…
Got a card that said “to my mystery valentine” sent to my address. Excited to open it. Turned out to be a deliveroo voucher
— Adam Wren (@G0ADM) February 13, 2025
shit myself at getting a handwritten anonymous valentine
only to open it and it be from deliveroo ???!?!??!
— monica (@monicanen) February 10, 2025
Want to speak to us about your next F&B campaign? Get in touch for a chat at hello@hatch.group
