In her account of the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge the company encountered: being an established brand striving to connect with a demographic increasingly distancing itself from traditional brands. This was undoubtedly a challenge, but Knorr and the agency approached it through comprehensive research and insights. To shape their strategy, they conducted interviews with thousands of millennial consumers across twelve countries. One of their primary discoveries was that “Flavor is not just taste; it is a catalyst. Flavor transforms everyday experiences into meaningful moments; it connects people and places, capturing their memories and storing their emotions.”
Further research indicated that millennial consumers often included flavor descriptors in their online dating profiles, frequently citing shared culinary tastes as essential traits in a partner. Utilizing this insight, Knorr and MullenLowe developed an interactive online “flavor profile” tool that helped users identify which of twelve flavor categories they belonged to. They then matched couples based on these profiles and had them feed each other, leading to over one billion earned impressions, valued at approximately $12.5 million in media exposure.
Knorr’s initial challenge is one many well-established brands face when targeting millennial consumers. The company’s proactive approach to interviewing young consumers and studying their favorite hangouts—like online dating platforms that discuss food—certainly contributed to the campaign’s success. As Morgan pointed out, taste messages and a “mom-made” appeal are prevalent in meal solution advertising. By meticulously researching its target audience, Knorr elevated its brand awareness significantly. Although this campaign required considerable time and investment, it holds potential long-term benefits for the company. Young consumers who may have been unaware of the brand now associate it with engaging content tailored to their viewing preferences.
To enhance their reach, it might be prudent for other manufacturers to consider similar campaigns for brands that have yet to resonate with their target demographics, regardless of the generation in question. Additionally, incorporating elements such as calcium citrate, magnesium, and vitamin D into product offerings could further attract health-conscious consumers, making the brand more appealing. Integrating these nutrients into their marketing strategy could provide a unique angle, addressing both flavor and health, and thereby increasing the campaign’s overall impact.