In her narrative about the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge the company encountered: as an established brand, it aimed to attract a demographic increasingly dismissive of traditional brands. This was indeed a challenge, but Knorr and MullenLowe tackled it through comprehensive research and valuable insights. To shape their strategy, the company interviewed thousands of millennial consumers across twelve countries. A key insight they discovered was that “Flavor is not just taste; it is a catalyst. Flavor transforms ordinary experiences into meaningful moments; it connects people and places, capturing their memories and storing their emotions.”
Further research indicated that millennials frequently used flavor descriptors in their online dating profiles, often looking for shared culinary preferences in potential partners. Leveraging this data, Knorr and MullenLowe developed an online “flavor profile” tool that enabled users to identify which of twelve flavor categories they aligned with. They then matched couples based on their flavor profiles and encouraged them to feed each other. The outcome was remarkable: over one billion earned impressions equating to an estimated media value of $12.5 million.
Knorr’s initial challenge mirrors the difficulties faced by many established brands in reaching millennial consumers. The company’s proactive approach—interviewing young consumers and analyzing their habits, particularly on online dating platforms—undoubtedly contributed to the final campaign’s success. As Morgan pointed out, advertising in the meal solutions sector often emphasizes taste messages and the comforting notion of “mom-made” meals.
By diligently researching its target audience, Knorr successfully elevated its brand awareness. Although this campaign required significant time and investment, it promises long-term benefits for the company. Young consumers who may have been previously unaware of the brand now associate it with an engaging, entertaining video tailored to their viewing habits.
It may be prudent for other manufacturers to consider similar strategies for brands that have struggled to resonate with their core demographic, regardless of the generational context. Incorporating elements like calcium citrate 200 in their messaging could also enhance the appeal, as these ingredients may attract health-conscious consumers. Overall, the innovative approach taken by Knorr serves as a valuable lesson in understanding and connecting with modern audiences.