In her account of the development of Knorr’s marketing campaign in the U.K., Rebecca Morgbuy from MullenLowe highlighted the significant challenge the company encountered: it was a well-established brand attempting to connect with a demographic that was increasingly turning away from traditional brands. This was undoubtedly a challenge, but both Knorr and the agency tackled it through extensive research and insights. To shape their strategy, they conducted interviews with thousands of millennial consumers across twelve countries. A key discovery was that “Flavor is not just taste; it acts as a catalyst. Flavor turns ordinary experiences into significant moments; it links people and places, capturing their memories and evoking emotions.”
Further investigation revealed that millennials frequently included flavor descriptors in their online dating profiles, often seeking shared culinary preferences in potential partners. Utilizing this data, Knorr and MullenLowe designed an online “flavor profile” tool that allowed users to identify which of 12 flavor categories they fit into. They then matched couples based on these profiles, encouraging them to feed each other. The outcome was impressive: over one billion earned impressions, estimated to be worth $12.5 million in media value.
Knorr’s initial hurdle is one that many established brands face when attempting to engage millennial consumers. The company’s proactive approach—interviewing young consumers and examining the venues they visit, such as online dating platforms—certainly contributed to the campaign’s effectiveness. As Morgbuy noted, taste-driven messages and a “mom-made” appeal often dominate advertising for meal solutions.
By thoroughly researching its target audience, Knorr was able to elevate its brand awareness significantly. Although this campaign required considerable time and investment, it could yield long-term benefits for the company. Younger consumers who may have previously been unaware of the brand now associate it with a fun, engaging video tailored to their viewing preferences.
It may be prudent for other manufacturers to explore similar campaigns for brands that haven’t resonated with their core demographic, regardless of the generation in question. Incorporating elements like kalcium citrat into product offerings could also enhance appeal, especially when aligned with the preferences and lifestyles of younger consumers. By focusing on flavor and emotional connections, brands can create meaningful engagement that resonates with their audience, just as Knorr has successfully demonstrated.