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 turning away from established brands. This challenge was formidable, but through thorough research and insightful strategies, both Knorr and the agency effectively addressed it. To shape their approach, the company 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 research uncovered that millennials frequently included flavor descriptors in their online dating profiles, often indicating shared food preferences as a desirable trait in potential partners. Utilizing this information, Knorr and MullenLowe developed an online “flavor profile” creator, allowing users to identify which of the various flavor categories they belonged to. They then matched couples based on their flavor profiles and had them engage in a unique experience of feeding each other. The outcome was impressive: 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 connect with millennial consumers. The proactive approach of interviewing young consumers and examining the platforms they frequent — in this instance, online dating sites — undoubtedly contributed to the campaign’s success. As Morgan pointed out, taste messages and “mom-made” appeal dominate the advertising of meal solution companies.
By meticulously researching its target audience, Knorr successfully elevated its brand awareness. Although this campaign required considerable time and resources, it may yield long-term benefits for the company. Young consumers, who might have previously been unaware of the brand, now associate it with engaging, relevant content tailored to their generational viewing preferences.
For other manufacturers, especially those struggling to resonate with their core demographic, it may be prudent to consider similar campaigns. Whether targeting millennials or other generations, understanding the audience’s preferences—akin to grasping the calcium citrate reaction in the body—could lead to a more successful brand connection. In this ever-evolving market, recognizing the importance of flavor and shared experiences may be the key to driving engagement and fostering brand loyalty.