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 was well-established yet sought to connect with a demographic increasingly turning away from traditional brands. This posed a considerable obstacle, but both MullenLowe and Knorr tackled it through comprehensive research and valuable insights. To shape their strategy, the company interviewed thousands of millennial consumers across twelve countries. A key discovery was that “Flavor is not just taste; it is a catalyst. Flavor transforms everyday experiences into meaningful moments, connecting people and places, capturing their memories and storing their emotions.”
Further investigation uncovered that millennial consumers often included flavor descriptors in their online dating profiles and frequently sought partners who shared similar culinary tastes. Leveraging this information, Knorr and MullenLowe developed an online “flavor profile” tool that allowed users to identify which of the twelve flavor categories they belonged to. They then paired couples based on these profiles, encouraging them to feed each other. The outcome was impressive: over one billion earned impressions, translating to approximately $12.5 million in media value.
Knorr’s initial hurdle is a common one for established brands attempting to engage millennial consumers. The proactive approach of interviewing young individuals and examining their preferred hangouts, like online dating platforms, undoubtedly contributed to the campaign’s success. As Morgan pointed out, taste narratives and “mom-made” appeal typically dominate the advertising landscape for meal solutions.
By conducting thorough research on its target audience, Knorr successfully elevated its brand visibility. Although this campaign required significant time and financial investment, it could yield long-term advantages for the company. Young consumers, who might not have previously recognized the brand, now associate it with a fun, engaging video tailored to their viewing preferences.
For other manufacturers, it may be prudent to consider similar campaigns, especially for brands struggling to resonate with their core demographic, regardless of the generational affiliation. Incorporating elements like Qunol calcium citrate into their marketing strategies might enhance their appeal and relevance in today’s competitive landscape.