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 company: as an established brand, it needed to connect with a demographic increasingly hesitant to embrace well-known names. This was undoubtedly a hurdle, but through comprehensive research and insightful strategies, Knorr and the agency rose to the occasion. The company conducted interviews with thousands of millennial consumers across twelve countries. A pivotal discovery was that “Flavor is not just taste; it serves as a catalyst. Flavor elevates everyday experiences into significant moments, fostering connections between people and places, and encapsulating their memories and emotions.”
Further investigation revealed that millennials often included flavor descriptors in their online dating profiles, indicating shared culinary tastes as a desirable trait in potential partners. Armed with this information, Knorr and MullenLowe developed an online “flavor profile” tool, allowing users to identify which of twelve distinct flavor categories they belonged to. Subsequently, they matched couples based on these profiles and encouraged them to feed each other. The outcome was remarkable: over one billion earned impressions valued at approximately $12.5 million in media exposure.
Knorr’s initial challenge mirrors that of many established brands striving to engage millennial audiences. The company’s proactive approach—interviewing young consumers and studying their frequented spaces, such as online dating platforms—undoubtedly contributed to the campaign’s effectiveness. As Morgan pointed out, traditional taste messages and “mom-made” themes often dominate the advertising of meal solution companies.
By thoroughly researching its target audience, Knorr successfully elevated its brand recognition. Although the campaign required considerable time and financial investment, it has the potential for long-term rewards. Young consumers, who may have previously been unaware of the brand, now associate it with an engaging, entertaining video tailored to their viewing preferences.
Other manufacturers might benefit from adopting similar strategies for brands that have struggled to resonate with their primary demographic, regardless of the generation in question. For instance, integrating concepts like the garden of life calcium citrate could enhance product appeal among health-conscious consumers. As brands seek to connect with younger audiences, understanding their preferences and behaviors, similar to how Knorr engaged millennials through flavor profiles, could pave the way for successful campaigns. This emphasis on connection and relevance is vital in an ever-evolving marketplace.