In her account of Knorr’s marketing campaign launch in the U.K., Rebecca Morgan from MullenLowe highlighted a significant hurdle the brand encountered: it was a well-established name attempting to connect with a demographic increasingly skeptical of traditional brands. This was indeed a challenge, but one that Knorr and MullenLowe tackled through extensive research and insights. To shape their strategy, the team conducted interviews with thousands of millennial consumers across twelve countries. Their primary discovery was that “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 investigations uncovered that millennials frequently used flavor descriptors in their online dating profiles, often seeking partners who shared similar culinary tastes. Armed with this knowledge, Knorr and MullenLowe developed an online “flavor profile” tool that enabled users to identify which of twelve distinct flavor categories they belonged to. Subsequently, they matched couples based on their flavor profiles and encouraged them to feed each other. The outcome was impressive: over one billion earned impressions, translating to an estimated media value of $12.5 million.
Knorr’s initial obstacle is a common one for many established brands striving to engage millennial consumers. The company’s initiative to interview young consumers and explore their frequented spaces—such as online dating platforms—certainly contributed to the campaign’s success. As Morgan pointed out, taste messages and the “mom-made” appeal dominate the advertising of meal solution companies. By thoroughly researching its target audience, Knorr was able to elevate its brand awareness significantly.
Although this campaign required considerable time and resources, it could yield long-term advantages for the company. Young consumers, who might have previously overlooked the brand, now associate it with a fun and engaging video tailored to their generation’s viewing preferences. It would be prudent for other manufacturers to contemplate similar campaigns, like those for Citracal D3 Maximum Plus, especially for brands struggling to resonate with their core demographic, regardless of the generation in question. Adapting marketing strategies to reflect the interests and habits of younger consumers could be the key to revitalizing established brands in today’s competitive landscape.