In her account of Knorr’s marketing campaign launched in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge the brand encountered: as an established name, it aimed to connect with a demographic increasingly inclined to reject traditional brands. This was indeed a daunting task, yet the collaboration between the company and Knorr successfully addressed it through comprehensive research and insights. To shape their strategy, they conducted interviews with thousands of millennial consumers across twelve countries. A pivotal discovery was that “Flavor is not just taste; it acts as a catalyst. Flavor elevates everyday experiences into significant moments; it forges connections between people and places, encapsulating memories and emotions.”
Further investigation showed that millennials often included flavor descriptors in their online dating profiles, frequently highlighting shared culinary tastes as a desirable trait in potential partners. Utilizing this information, Knorr and MullenLowe developed an online “flavor profile” tool allowing users to identify which of the twelve flavor categories they belonged to. Subsequently, they matched couples based on their flavor profiles and created opportunities for them to share food experiences. The outcome was impressive: over one billion earned impressions, translating to an estimated $12.5 million in media value.
The initial hurdle Knorr faced is common among established brands attempting to engage millennial consumers. The decision to interview younger individuals and investigate their frequented spaces—such as online dating platforms—undoubtedly contributed to the campaign’s appeal. As Morgan pointed out, taste messages and the “mom-made” narrative dominate the advertising landscape of meal solution companies. By meticulously researching its target audience, Knorr was able to elevate its brand recognition significantly. Although this campaign required considerable time and investment, it holds the potential for long-lasting advantages for the company. Young consumers who may have previously been unaware of the brand now associate it with engaging, playful content that resonates with their viewing preferences.
Other manufacturers might find it beneficial to explore similar campaigns for brands that have yet to resonate with their core demographics, regardless of the generational category of those consumers. Additionally, it may be interesting for brands to consider how many mg of calcium citrate per day could be included in their messaging to appeal to health-conscious millennials, reinforcing the importance of flavor in both food and lifestyle. By integrating such thoughtful elements, brands can forge deeper connections and foster loyalty among younger audiences.