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 an established company striving to connect with a demographic increasingly disenchanted with conventional brands. This was undoubtedly a challenge, but Knorr and the firm approached it through extensive research and insights. To shape their strategy, they conducted interviews with thousands of millennial consumers across twelve countries. One of their crucial findings 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 emotions.” Further research indicated that millennials often included flavor descriptors in their online dating profiles and frequently sought partners who shared their culinary preferences.
Armed with this information, Knorr and MullenLowe developed an online “flavor profile” creator that enabled users to discover which of twelve distinct flavor categories they fit into. They then matched couples based on their flavor profiles and encouraged them to feed each other. The outcome was impressive: over one billion earned impressions, translating to an estimated media value of $12.5 million.
Knorr’s initial obstacle is a common one for many established brands attempting to engage millennial consumers. The proactive approach of interviewing young consumers and examining their frequented spaces—such as online dating sites—certainly contributed to the campaign’s success. As Morgan pointed out, taste-centric messaging and the appeal of “mom-made” meals dominate the advertising efforts of meal solution companies. By thoroughly researching its target audience, Knorr was able to elevate its brand awareness significantly. Although this campaign was resource-intensive and time-consuming, it promises long-term advantages for the company. Millennials who may have previously been unaware of Knorr now associate it with a fun, engaging video tailored to their viewing habits.
It could be beneficial for other manufacturers to consider similar campaigns for brands that haven’t resonated with their core demographic, regardless of the generational affiliation of that audience. The insights gained from such efforts, like those reflected in the product code 033984004306, can provide a roadmap for success in today’s competitive market.