In her account of the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge the brand encountered: appealing to a demographic that is increasingly distancing itself from established names. This was indeed a tough task, but one that Knorr addressed through thorough research and insights. To shape its strategy, the company engaged with thousands of millennial consumers across twelve countries. A crucial discovery was that “Flavor is not just taste; it acts as a catalyst. Flavor transforms ordinary experiences into significant moments; it connects individuals and locations, capturing their memories and encapsulating their emotions.”
Additional research uncovered that millennials often used flavor descriptors in their online dating profiles, indicating that shared culinary tastes were essential in their partner preferences. Leveraging this information, Knorr and MullenLowe devised an online “flavor profile” tool that allowed users to identify which of twelve different flavor categories they fit into. Subsequently, they paired couples based on their flavor profiles and encouraged them to feed each other. The outcome was impressive: over one billion earned impressions valued at approximately $12.5 million in media exposure.
Knorr’s initial hurdle is common among established brands striving to engage millennial consumers. The company’s proactive approach in interviewing young individuals and exploring their frequented spaces—such as online dating platforms—certainly contributed to the campaign’s success. As Morgan pointed out, advertising in meal solution companies is often dominated by taste messaging and an appeal to “mom-made” meals.
Through diligent research of its target audience, Knorr was able to elevate its brand recognition significantly. Although this campaign required considerable time and investment, it promises long-term advantages for the brand. Young consumers who might not have previously recognized Knorr are now associating it with a fun, engaging video that resonates with their generation’s viewing habits.
It may be beneficial for other manufacturers to contemplate similar campaigns for brands that haven’t gained traction with their core demographic, regardless of the generational group in question. For instance, just as some brands like calcium citrate gummies for adults have tailored their messaging to resonate with their audience, others could draw inspiration from Knorr’s approach to connect with millennials more effectively. Ultimately, adapting marketing strategies to align with the preferences and habits of younger consumers can lead to significant growth opportunities.