Knorr and Eventbrite Partner for Cooking Classes and Speed Dating

Food brand Knorr bets the kitchen is the new nightclub with IRL events across the U.S.

Published on Feb. 22, 2026

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Knorr, the food brand owned by Unilever, has partnered with event platform Eventbrite to host a series of in-person cooking classes, speed dating events, and other interactive experiences in major cities across the United States in 2026. The goal is to position the kitchen as the new social hub, with Knorr products as the key ingredient for bringing people together.

Why it matters

This partnership represents a strategic shift for Knorr, moving beyond traditional advertising and product placement to create immersive, community-driven experiences. As more consumers seek out shared experiences, especially around food and cooking, Knorr is aiming to position itself as a lifestyle brand that facilitates social connections.

The details

The Knorr x Eventbrite activations will include hands-on cooking classes in New York City, speed dating events in Chicago, and other interactive experiences in select markets. Participants will have the opportunity to learn new recipes, meet potential romantic partners, and engage with the Knorr brand in a more meaningful way than a typical commercial.

  • The partnership and event series will launch in early 2026.

The players

Knorr

A food brand owned by the consumer goods conglomerate Unilever, known for its line of bouillon cubes, seasonings, and other cooking products.

Eventbrite

A leading online event management and ticketing platform that enables users to create, promote, and sell tickets to events.

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What they’re saying

“We're excited to partner with Eventbrite to bring the Knorr brand to life in a new way. The kitchen is the new social hub, and we want to help people connect over great food and experiences.”

— Sarah Johnson, Head of Marketing, Knorr (Press Release)

“Bringing people together through shared experiences is core to our mission at Eventbrite. We're thrilled to work with Knorr to create unique culinary and social events that foster community.”

— Alex Chen, VP of Partnerships, Eventbrite (Press Release)

What’s next

The first Knorr x Eventbrite events are scheduled to take place in New York City and Chicago in the spring of 2026, with plans to expand to additional markets later in the year.

The takeaway

This partnership demonstrates how leading brands are evolving their marketing strategies to create more immersive, community-driven experiences that go beyond traditional advertising. As consumers seek out shared experiences, especially around food and cooking, Knorr is positioning itself as a lifestyle brand that can facilitate social connections.