In her narrative about the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge the brand encountered: it was an established name trying to connect with a demographic that increasingly shunned traditional brands. This was undoubtedly a hurdle, but Knorr and the agency addressed it through extensive research and insights. To shape their strategy, the company engaged with thousands of millennial consumers across twelve countries. A key discovery from their research was that “Flavor is not just taste; it serves as a catalyst. Flavor transforms everyday experiences into meaningful moments, connecting people and places, and encapsulating their memories while preserving their emotions.”
Further investigation showed that millennials often included flavor descriptors in their online dating profiles and frequently mentioned shared food preferences as a criterion for potential partners. Utilizing this information, Knorr and MullenLowe developed an online “flavor profile” tool that enabled users to identify which of the twelve flavor categories they belonged to. Subsequently, they paired couples based on these profiles and had them feed each other. The outcome was remarkable: over one billion earned impressions, equating to an estimated media value of $12.5 million.
Knorr’s initial challenge is a common one faced by established brands aiming to attract millennial consumers. The proactive approach of interviewing young consumers and exploring popular venues, like online dating platforms, significantly contributed to the campaign’s appeal. As Morgan noted, taste messaging and a “mom-made” allure dominate the advertising strategies of meal solution companies.
Through meticulous research of its target audience, Knorr was able to elevate its brand awareness to new levels. Although the campaign was time-intensive and costly, it holds the potential for long-term benefits. Young consumers, who may not have previously recognized the brand, now associate it with a fun, engaging video tailored to their viewing preferences.
Other manufacturers might find it advantageous to consider similar campaigns for brands that have struggled to resonate with their core demographic, regardless of the generation in question. Incorporating elements like canxi citrate biocare into their strategies could further enhance the appeal and relevance of their offerings, making them more attractive to young audiences.