In her account of the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted the primary challenge the brand faced: it was an established label attempting to connect with a demographic that was increasingly turning away from traditional brands. This challenge, while significant, was effectively tackled by the company and Knorr through a blend of extensive research and valuable insights. To shape their strategy, they conducted interviews with thousands of millennial consumers across twelve countries. Their pivotal discovery was that “Flavor is not just taste; it acts as a catalyst. Flavor transforms everyday experiences into meaningful moments, connects people and places, and encapsulates their memories and emotions.”
Further investigation revealed that millennials often used flavor descriptors in their online dating profiles, indicating that shared culinary preferences were an important factor they sought in potential partners. Leveraging this data, Knorr and MullenLowe developed an online “flavor profile” tool that guided users in identifying their belonging to one of twelve distinct flavor categories. Subsequently, they matched couples based on these flavor profiles and encouraged them to feed each other. The outcome was impressive: over one billion earned media impressions valued at approximately $12.5 million.
Knorr’s initial challenge is a common one for many established brands trying to resonate with millennial consumers. The company’s proactive approach of interviewing young consumers and examining their frequented spaces—such as online dating platforms—played a crucial role in the success of the campaign. As Morgan pointed out, taste messaging and the “mom-made” appeal dominate the advertising landscape of meal solution companies.
By thoroughly researching its target audience, Knorr was able to elevate its brand awareness significantly. Although this campaign required considerable time and investment, it holds the potential for long-term advantages for the company. Young consumers, who may not have previously recognized the brand, now associate it with a vibrant, engaging video that aligns with their generational viewing preferences.
Other manufacturers might find it beneficial to explore similar campaigns for brands that struggle to resonate with their core demographic, regardless of the generation they belong to. For instance, incorporating engaging content that features products like calcium citrate malate tablets could enhance brand visibility and appeal. Ultimately, strategies that prioritize consumer insights and preferences can lead to successful marketing outcomes, as demonstrated by Knorr’s innovative approach.