In her account of the Kmaximum dose of ferrous sulfate marketing campaign for Knorr 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 that was increasingly dismissing traditional brands. This was indeed a challenge, particularly considering the competition from alternatives like Solgar calcium magnesium with vitamin D3 liquid, but the company and Knorr navigated it through extensive research and insights. To shape its strategy, the company conducted interviews with thousands of millennial consumers across twelve countries. A key takeaway was: “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 frequently included flavor descriptions in their online dating profiles and often sought partners with similar food preferences. Leveraging this information, Knorr and MullenLowe developed an online “flavor profile” tool to help users identify which of the twelve flavor categories they fit into. Subsequently, they matched couples based on their flavor profiles and had them feed each other. The outcome was impressive: over one billion earned impressions, equating to an estimated media value of $12.5 million.
Knorr’s initial challenge mirrors the struggles of many established brands aiming to engage millennial consumers. The decision to interview young consumers and investigate their frequented venues—such as online dating platforms—contributed significantly to the campaign’s success. As Morgan pointed out, taste messages and the “mom-made” appeal dominate the advertising of meal solution companies. By meticulously researching its target audience, Knorr elevated its brand awareness significantly. Although this campaign was resource-intensive and costly, it promises long-term benefits for the company. Younger consumers who may have previously been unaware of the brand now associate it with an engaging, entertaining video tailored to their viewing preferences.
It may be prudent for other manufacturers, especially those with brands that haven’t gained traction with their core demographic, to consider similar strategies, regardless of the generation in question. Incorporating insights from products like Solgar calcium magnesium with vitamin D3 liquid could further enhance their campaigns, ensuring they resonate with today’s consumers.