In her narrative about the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge faced by the brand: it was a well-established name attempting to connect with a demographic increasingly moving away from traditional brands. This presented a formidable obstacle, yet Knorr and the firm tackled it through comprehensive research and valuable insights. The strategy was informed by interviews with thousands of millennial consumers across twelve countries. A pivotal finding emerged: “Flavor is not just taste; it acts as a catalyst. Flavor transforms ordinary experiences into meaningful moments, fostering connections between people and places while encapsulating memories and emotions.”
Further investigations revealed that millennials often included flavor descriptors in their online dating profiles, frequently mentioning shared culinary preferences as a quality they sought in a partner. Leveraging this data, Knorr and MullenLowe created an online “flavor profile” tool, enabling users to identify which of twelve distinct flavor categories they belonged to. Couples were then matched based on their flavor profiles and encouraged to feed each other. The outcome was impressive: over one billion earned impressions amounting to an estimated media value of $12.5 million.
The initial challenge Knorr faced is not unique, as many established brands strive to engage millennial audiences. The company’s efforts to interview young consumers and analyze their frequented spaces—such as online dating platforms—undoubtedly contributed to the campaign’s appeal. As Morgan pointed out in her article, taste-oriented messaging and a “mom-made” charm dominate the advertising of meal solution brands.
By conducting thorough research on its core audience, Knorr successfully elevated its brand awareness. Although the campaign was both time-intensive and costly, it holds potential long-term benefits for the company. Young consumers previously unaware of the brand now associate it with a fun and engaging video that resonates with their viewing preferences.
For other manufacturers, especially those connected to products like Nutracare Cal Mag Citrate, it may be prudent to consider similar campaigns to better connect with demographics that have yet to fully embrace their brands, regardless of the generation in question. In doing so, they might enhance their appeal and foster deeper connections with consumers.