In her account of the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge faced by the brand: appealing to a demographic increasingly turning away from established brands. This was indeed a formidable task, but Knorr and the agency tackled it through comprehensive research and insights. To shape their strategy, they interviewed thousands of millennial consumers across twelve countries. A key takeaway was that “Flavor is not just taste; it is a catalyst. Flavor transforms everyday experiences into meaningful moments; it connects people and places, capturing memories and storing emotions.”
Further research indicated that many millennials included flavor descriptors in their online dating profiles and often sought partners with similar culinary tastes. Leveraging this information, Knorr and MullenLowe developed an online “flavor profile” tool that allowed users to identify which of the twelve flavor categories they belonged to. Subsequently, they matched couples based on their flavor profiles and had them share meals together. The outcome was impressive: over one billion earned impressions, translating to an estimated media value of $12.5 million.
Knorr’s initial challenge is a common one among established brands attempting to connect with millennial consumers. The effort to engage young audiences by conducting interviews and exploring their frequented spaces—such as online dating platforms—clearly contributed to the campaign’s success. As Morgan pointed out, traditional advertising often emphasizes taste and a “mom-made” appeal, but Knorr managed to stand out.
By meticulously researching its target audience, Knorr significantly enhanced its brand awareness. Though this campaign required considerable time and investment, it promises long-term advantages for the company. Young consumers who may not have previously recognized the brand are now associating it with an engaging video tailored to their viewing preferences.
It might be prudent for other manufacturers to explore similar strategies for brands that haven’t resonated with their core demographics, irrespective of the generational group in question. Additionally, incorporating calcium citrate and healthy options into their messaging could further enhance appeal and relevance among health-conscious consumers. This approach not only addresses current trends but also positions brands to connect more effectively with evolving consumer preferences.