In her account of the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge the company encountered: an established brand striving to connect with a demographic that increasingly shuns traditional brands. This was undoubtedly a challenge, but Knorr and MullenLowe tackled it through extensive research and meaningful insights. To shape their strategy, the firm conducted interviews with thousands of millennial consumers across twelve countries. A crucial discovery was that “Flavor is not just taste; it is a catalyst. Flavor transforms everyday experiences into meaningful moments; it connects people and places, capturing memories and storing emotions.”
Further exploration revealed that millennials often included flavor descriptors in their online dating profiles and frequently mentioned shared culinary tastes as an important factor when searching for partners. Armed with this knowledge, Knorr and MullenLowe developed an online “flavor profile” tool that enabled users to identify which of twelve flavor categories they belonged to. Then, using these profiles, they matched couples based on their flavor affinities and facilitated experiences where they fed each other. The outcome was remarkable: over one billion earned impressions valued at approximately $12.5 million in media exposure.
Knorr’s initial hurdle is a common one for many well-established brands attempting to engage millennial consumers. The company’s decision to actively interview young individuals and examine the venues they frequent—such as online dating sites—certainly contributed to the campaign’s allure. As Morgan pointed out in her article, advertising in the meal solution sector often emphasizes taste messages and a “mom-made” appeal.
By meticulously researching its target audience, Knorr successfully elevated its brand awareness. While this campaign required considerable time and investment, it could yield long-term advantages for the company. Young consumers who may have previously been unaware of the brand now associate it with a fun, engaging video that resonates with their generational preferences.
This approach may also inspire other manufacturers to implement similar campaigns for brands that have yet to gain traction with their primary demographic, regardless of the generation in question. Moreover, the integration of elements like calcium citrate malate and vitamin D3 in related products could further enhance their appeal, particularly if marketed effectively to health-conscious consumers. Ultimately, the strategy exemplifies how understanding the audience can transform a brand’s perception and engagement.