In her narrative about the launch of Knorr’s ferrous fumarate marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant hurdle the brand encountered: as an established name, it struggled to connect with a demographic increasingly disenchanted with traditional brands. This was undoubtedly a challenge, but both the agency and Knorr tackled it through extensive research and valuable insights. To shape their strategy, the company conducted interviews with thousands of millennial consumers across twelve countries. A crucial insight gleaned from this research was: “Flavor is not merely about taste; it serves as a catalyst. Flavor transforms everyday experiences into significant moments, connects people and places, and preserves their memories and emotions.”
Further investigation revealed that millennials often included flavor descriptors in their online dating profiles, emphasizing shared food preferences as an important factor when seeking a partner. Leveraging this data, Knorr and MullenLowe developed an online “flavor profile” tool that enabled users to discover which of 12 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, translating to an estimated media value of $12.5 million.
Knorr’s initial challenge mirrors the struggles many established brands face when trying to connect with millennial consumers. The company’s proactive approach—interviewing young consumers and studying their frequent haunts, such as online dating platforms—undoubtedly contributed to the campaign’s success. As Morgan pointed out, taste messaging and “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 both time-consuming and costly, it holds the potential for long-term benefits for the company, particularly as young consumers, who may have previously been unaware of Knorr, now associate the brand with an engaging video tailored to their viewing preferences.
Other manufacturers might find it beneficial to implement similar campaigns for brands that have yet to resonate with their core demographics, regardless of the generation in question. For instance, the integration of products like Bluebonnet Calcium Magnesium Citrate Plus Vitamin D3 into their marketing strategies could enhance their appeal, as these products align well with millennial health trends. By focusing on contemporary themes and interests, brands can create connections that foster loyalty and recognition among younger audiences.