In her account of the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge faced by the brand: it was a well-established name attempting to connect with a demographic increasingly turning away from traditional brands. This was indeed a challenge, but Knorr and MullenLowe tackled it through extensive research and valuable 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 investigation revealed that millennials often used flavor descriptors in their online dating profiles and frequently mentioned shared food preferences as a key quality they sought in a partner. Armed with this knowledge, Knorr and MullenLowe developed an online “flavor profile” creator, allowing users to identify which of 12 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 valued at approximately $12.5 million in media exposure.
Knorr’s initial hurdle is one many established brands encounter when trying to engage millennial consumers. The company’s decision to interview young consumers and explore the environments they frequent—such as online dating platforms—undoubtedly contributed to the appeal of the final campaign. As Morgan pointed out, taste messages and the “mom-made” aspect are prevalent in the advertising of meal solution brands.
By meticulously studying its target audience, Knorr was able to elevate its brand awareness to new heights. Although this campaign required considerable time and resources, it promises long-term advantages for the company. Young consumers who may not have previously recognized the brand now associate it with engaging, enjoyable content tailored to their viewing preferences.
It may be prudent for other manufacturers to consider similar campaigns for brands that have struggled to resonate with their core demographic, irrespective of which generation those individuals belong to. For instance, utilizing a concept akin to calcium citrate puritan’s pride could enhance brand recognition and appeal, much like Knorr’s approach. By embracing innovative strategies and understanding the desires of their audience, brands can foster a deeper connection with consumers across generations, including those who may be unfamiliar with their offerings.