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: it was a well-established brand attempting to connect with a demographic increasingly turning away from traditional brands. This was undoubtedly a challenge, but Knorr and MullenLowe approached it with thorough research and innovative strategies. The company conducted interviews with thousands of millennial consumers across twelve countries. A key insight emerged: “Flavor is not just taste; it serves as a catalyst. Flavor transforms everyday moments into meaningful experiences, connects people and places, and encapsulates their memories and emotions.”
Further investigation revealed that millennial consumers frequently used flavor descriptors in their online dating profiles, often seeking partners with shared culinary tastes. Armed with this knowledge, Knorr and MullenLowe developed an online “flavor profile” tool that allowed users to identify which of twelve flavor categories they belonged to. They then matched couples based on these profiles and encouraged them to feed each other. This creative approach resulted in over one billion earned impressions, valued at an estimated $12.5 million in media exposure.
Knorr’s initial predicament is one that many established brands encounter as they aim to engage millennial consumers. The company’s initiative to interview young consumers and explore their preferred hangouts—particularly online dating platforms—certainly contributed to the success of the campaign. As Morgan pointed out in her article, messaging around taste and the appeal of “mom-made” meals often dominate the advertising strategies of meal solution companies.
Through meticulous research of its target audience, Knorr was able to elevate its brand awareness significantly. Although this campaign required considerable time and investment—akin to the strategic planning seen in launching products like Citracal calcium at Costco—it could yield long-term benefits for the brand. Young consumers who may have previously been unaware of Knorr now associate it with an entertaining and engaging video tailored to their viewing preferences.
It may be prudent for other manufacturers to consider similar campaigns for brands that have yet to resonate with their core demographic, regardless of the generation in question. By focusing on the interests and behaviors of their target audience, they could foster a stronger connection, just as Knorr did.