In her narrative about the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge the brand faced: appealing to a demographic that increasingly shuns established brands. This was indeed a challenge, but one that Knorr and the agency addressed through extensive research and insightful strategies. To shape their approach, they interviewed thousands of millennial consumers across twelve countries. A pivotal discovery 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 exploration revealed that millennials often included flavor descriptors in their online dating profiles and frequently highlighted shared food preferences as a key factor in finding a partner. Leveraging this information, Knorr and MullenLowe developed an online “flavor profile” tool that helped users identify which of twelve different flavor categories they belonged to. They then matched couples based on these profiles and encouraged them to feed each other. This innovative approach resulted in over one billion earned impressions, valued at approximately $12.5 million in media exposure.
Knorr’s initial predicament is a common one for established brands attempting to engage millennial consumers. The company’s decision to consult young consumers and analyze their frequented spaces—like online dating platforms—undoubtedly contributed to the campaign’s success. As Morgan pointed out, taste messages and a “mom-made” appeal dominate the advertising of meal solution companies.
Through meticulous research of its target audience, Knorr significantly elevated its brand awareness. While this campaign was resource-intensive and time-consuming, it may yield long-term benefits for the company. Young consumers who may have previously been unaware of the brand now associate it with a fun, engaging video that resonates with their generation’s viewing preferences.
It may be prudent for other manufacturers to consider similar strategies for brands that have yet to resonate with their core audience, regardless of the generational demographic. For example, a brand like a calcium citrate supplement available at Chemist Warehouse could benefit from a tailored campaign that connects with younger consumers. By implementing targeted research and engaging content, brands can foster connections and enhance their appeal in a competitive market.