Knorr's Singles Campaign: Friends Use Food to Find Love for 8 Nigerians

In a bold shift away from digital dating, Generation Z Nigerians are embracing a more personal approach to romance, with friends taking charge of matchmaking through culinary skills and social media exposure. This Valentine's season, the trend has reached new heights as friends publicly "auction" their single besties online, combining glowing endorsements with cooking challenges to attract potential partners.

The New Matchmaking Phenomenon

Dating apps are becoming increasingly outdated as young Nigerians prioritize authentic connections over curated online profiles. The current movement sees friends leveraging their intimate knowledge of singles' personalities and preferences to create more meaningful introductions. Nigeria's leading seasoning brand, Knorr, has capitalized on this trend by organizing real-world dates for successful matches, blending romance with culinary creativity.

This innovative approach emphasizes shared experiences and genuine interactions, moving beyond the superficiality often associated with traditional dating platforms. Friends post detailed reviews, playful disclaimers, and cooking demonstrations on Instagram, creating a competitive environment where admirers vie for dates through comments and engagement.

Eight Nigerians in the Spotlight

Here are eight Nigerians whose friends are actively campaigning to find them love through food:

@ojayy_y (Ojehonmon O.) - Nominated by friend Tobi Bakre, Ojayy showcases his Knorr-inspired fried rice skills, presenting what supporters call a "green flag" in potential partners.
@folastag (Fasanmi Afolabi) - Also endorsed by Tobi Bakre, this visual artist impresses with his signature Knorr-inspired Tagliatelle Bolognese pasta, reportedly captivating female audiences.
@hawa_magaji (Hawananna Magaji) - Presented by best friend Simi Drey, Hawa is an event and TV host with culinary talents. She offers her signature pasta dish to successful suitors and plans future couple vacations.
Lumee_m - Tired of his single status, friends have highlighted this MC and Yoruba language expert who prepares Knorr-flavored Ẹ̀fọ́ Rírò with Amala, demonstrating traditional cooking prowess.
Kolapo__o (Kolapo Omotoso) - Known from Big Brother Nigeria, Kola surprises fans with his cooking abilities. Described as a "lush green forest" of desirable traits, he seeks companionship through his culinary displays.
Tobeszn - Publicly nominated by Kaylah Oniwo, this internet fashion icon seeks "the one" and tempts potential dates with special pasta featuring Knorr chicken cubes as a secret ingredient.
Busayo_debs - With cooking as her love language, Busayo uses onions, crayfish, and Knorr cubes generously. Friend Kayla Oniwo promotes her as an ideal match for those appreciating flavorful meals.
Simi_od - Having perfected fried rice since secondary school, Simi cooks to manage emotions. Friend Taymesan features her Knorr-inspired fried rice, inviting admirers to engage through comments.

The Cultural Shift in Dating

This trend reflects a broader cultural movement where real-life endorsements and shared culinary experiences outweigh digital personas. Participants appreciate the transparency and personal touch friends provide, reducing the uncertainties of online dating. The involvement of a trusted brand like Knorr adds credibility and structure to the matchmaking process.

Observers note the effectiveness of this approach, as it combines humor, authenticity, and practical skills. The public nature of the campaigns creates community support and accountability, encouraging genuine connections rather than fleeting interactions.

As dating evolves, Nigerians are pioneering methods that prioritize substance over style, proving that sometimes, the path to love might indeed begin through the stomach rather than the heart. This Valentine's season, the blend of friendship, food, and brand collaboration offers a refreshing alternative to conventional romance pursuits.