In her account of the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted the primary challenge faced by the brand: as an established name, it was striving to connect with a demographic increasingly dismissing traditional brands. This was certainly a challenge, but the company and Knorr addressed it through extensive research and insightful strategies. To formulate their approach, the company conducted interviews with thousands of millennial consumers across twelve countries. One of their key 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 investigation revealed that millennials often included flavor descriptors in their online dating profiles and sought shared culinary interests in potential partners. Leveraging this insight, Knorr and MullenLowe developed an online “flavor profile” tool to help users identify which of twelve flavor categories they fit into. They then matched couples based on these 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 is one that numerous established brands encounter while trying to engage millennial consumers. The company’s proactive approach in interviewing young consumers and analyzing their frequent haunts—such as online dating platforms—certainly contributed to the campaign’s success. As Morgan pointed out, taste messages and the appeal of “mom-made” meals dominate the advertising of meal solution companies.
By thoroughly researching its target audience, Knorr successfully elevated its brand awareness. Although this campaign was both time-consuming and costly, it may yield long-term advantages for the company. Young consumers, who might have previously been unaware of the brand, now associate it with engaging, entertaining content designed for their viewing preferences.
Other manufacturers might find it beneficial to implement similar campaigns for brands struggling to resonate with their core demographic, regardless of the generational differences. Furthermore, considering how to incorporate health aspects, such as whether you can take calcium citrate with magnesium, could also appeal to health-conscious consumers, enhancing brand relevance. By repeating this strategy, brands can create meaningful connections with their audiences while addressing their specific interests and needs.