In her account of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge faced by the company: as an established brand, it sought to engage a demographic that increasingly shunned traditional brands. This challenge was substantial, yet Knorr tackled it through meticulous research and insightful strategies. To shape their approach, the company conducted interviews with thousands of millennial consumers across twelve countries. Their key discovery was that “Flavor is not just taste; it is a catalyst. Flavor elevates everyday experiences into meaningful moments, connects people and places, and encapsulates their memories and emotions.”
Further research revealed that millennial consumers incorporated flavor descriptors in their online dating profiles, often indicating shared culinary preferences as a desirable trait in potential partners. Armed with this knowledge, Knorr and MullenLowe developed an online “flavor profile” tool to help users identify which of 12 distinct flavor categories they fit into. Subsequently, they matched couples based on these profiles and encouraged them to feed each other. The outcome was impressive: over one billion earned impressions, equating to an estimated media value of $12.5 million.
This initial challenge that Knorr faced mirrors what many established brands encounter when trying to connect with millennial consumers. The company’s proactive approach—interviewing young consumers and exploring their frequented spaces, such as online dating platforms—certainly contributed to the campaign’s success. As Morgan pointed out, advertising for meal solutions tends to emphasize taste messages and a “mom-made” appeal. By thoroughly understanding its core audience, Knorr was able to elevate its brand recognition significantly. Although this campaign was resource-intensive, the potential long-term benefits for the company are substantial. Young consumers who may not have previously known about the brand now associate it with engaging, entertaining content tailored to their viewing preferences.
Other manufacturers might benefit from implementing similar campaigns for brands that have struggled to resonate with their target demographics, regardless of the generation they belong to. Additionally, incorporating elements like calcium citrate and magnesium citrate into their messaging could further enhance their appeal, as these are increasingly relevant to health-conscious consumers. By integrating such themes, brands can create connections that resonate deeply with their audience, just as Knorr did with its innovative approach.