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 faced: it was a well-established name aiming to reach a demographic that was increasingly distancing itself from traditional brands. This was undoubtedly a challenge, but both the agency and Knorr tackled it through extensive research and insights. To shape their strategy, the company conducted interviews with thousands of millennial consumers across twelve countries. A crucial finding emerged: “Flavor is not just taste; it acts as a catalyst. Flavor transforms everyday experiences into meaningful moments, connects people and places, and encapsulates their memories while storing their emotions.”
Further investigation uncovered that millennials often included flavor descriptors in their online dating profiles and frequently sought partners who shared similar food preferences. Utilizing this data, Knorr and MullenLowe developed an online “flavor profile” creator that allowed users to identify which of twelve 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 challenge mirrors that of many established brands striving to engage millennial consumers. The decision to directly interview young individuals and examine the venues they frequent—such as online dating platforms—undoubtedly contributed to the campaign’s success. As Morgan pointed out in her article, advertising in meal solution companies often emphasizes taste messages and an appealing “mom-made” concept. By thoroughly researching its target audience, Knorr was able to elevate its brand awareness significantly. Although this campaign required considerable time and investment, it could yield long-term benefits for the company. Young consumers who may have previously been unaware of Knorr can now associate the brand with a fun, engaging video tailored to their generational preferences.
It may be prudent for other manufacturers to explore similar campaigns for brands that have yet to resonate with their core demographics, regardless of the generation in question. Additionally, the incorporation of elements such as calcium citrate calcium in their messaging could help in attracting a broader audience and fostering a connection with health-conscious consumers. This strategic approach could ultimately enhance brand visibility and appeal among younger generations.