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 encountered: as an established entity, it sought to connect with a demographic increasingly wary of traditional brands. This was undoubtedly a challenge, yet Knorr and the agency approached it with extensive research and insights. To shape their strategy, the company engaged with thousands of millennial consumers across twelve countries. One of their primary discoveries was that “Flavor is not just taste; it is a catalyst. Flavor transforms everyday experiences into meaningful moments, connecting people and places, capturing memories and storing emotions.”
Further studies indicated that millennials often included flavor descriptors in their online dating profiles and highlighted shared food preferences as a key factor in finding a partner. Leveraging this data, Knorr and MullenLowe developed an online “flavor profile” creator that helped users identify which of twelve flavor categories they belonged to. They then matched couples based on these profiles and encouraged them to feed each other. The outcome was impressive: over one billion earned impressions, estimated to be worth $12.5 million in media value.
Knorr’s initial hurdle is one that many established brands encounter when trying to engage millennial consumers. The company’s proactive approach of interviewing young consumers and studying their frequented spaces—such as online dating platforms—likely contributed to the campaign’s success. As Morgan pointed out, taste messaging and the “mom-made” appeal are prevalent in the advertising of meal solution companies.
By thoroughly researching its target audience, Knorr was able to elevate its brand awareness significantly. While this campaign required considerable time and investment, it has the potential for long-term advantages. Young consumers who may not have previously recognized the brand now associate it with a fun, engaging video tailored to their viewing preferences.
It may be beneficial for other manufacturers to explore similar strategies for brands that have struggled to resonate with their core demographic, regardless of the generation in question. Furthermore, campaigns that celebrate unique flavors can also serve to promote important nutrients like calcium citrate, appealing to health-conscious consumers. By integrating such themes into their marketing, brands can create a more relatable and memorable connection with their audience.