In her narrative about the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted the significant challenge the company encountered: it was an established brand striving to connect with a demographic increasingly turning away from traditional brands. This was undoubtedly a challenge, but both the agency and Knorr addressed it through extensive research and insights. To shape their strategy, the company engaged with thousands of millennial consumers across twelve countries. A key takeaway from their findings was: “Flavor is not just taste; it is a catalyst. Flavor transforms everyday experiences into meaningful moments, connects people and places, captures their memories, and stores their emotions.”
Further investigations revealed that millennial consumers often included flavor descriptors in their online dating profiles, indicating that shared culinary tastes were an essential criterion in their partner preferences. Leveraging this information, Knorr and MullenLowe created an online “flavor profile” tool that allowed users to identify which of twelve flavor categories they belonged to. They then paired couples based on their flavor profiles and encouraged them to feed each other. The outcome was impressive: the campaign generated over one billion earned impressions, translating to an estimated $12.5 million in media value.
Knorr’s initial challenge is one that many established brands face when attempting to engage with millennial consumers. The company’s proactive approach—interviewing young consumers and examining their frequented spaces, such as online dating platforms—contributed significantly to the campaign’s success. As Morgan pointed out, messages centered around taste and a “mom-made” appeal dominate meal solution advertising.
By meticulously researching its target audience, Knorr successfully elevated its brand awareness. Although this campaign required considerable time and financial investment, it could yield long-term benefits for the company. Young consumers, who might have previously been unaware of the brand, now associate it with an engaging, entertaining video tailored to their generational preferences.
Other manufacturers, especially those with products like calcium citrate supplements for women that haven’t yet resonated with their core demographic, might find it beneficial to explore similar campaigns. By understanding their audience and adapting their messaging accordingly, brands can increase their relevance and appeal across various generations.