In her narrative about the development of Knorr’s marketing campaign, which was launched in the U.K., Rebecca Morgan from MullenLowe highlighted the primary challenge the brand faced: it was a well-established name attempting to connect with a demographic that was increasingly distancing itself from traditional brands. This posed a significant hurdle, but Knorr and the agency tackled it through extensive research and insights. To shape their strategy, the company 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 has the power to transform everyday experiences into meaningful moments; it connects people and places, capturing their memories and emotions.” Further analysis uncovered that millennials often included flavor descriptors in their online dating profiles, frequently indicating shared food preferences as an important trait they sought in a partner.
Leveraging this intelligence, Knorr and MullenLowe developed an online “flavor profile” creator that enabled users to identify which of 12 distinct flavor categories they fit into. Subsequently, they matched couples based on their flavor profiles and encouraged them to feed each other. The outcome was impressive: over one billion earned impressions, translating to an estimated media value of $12.5 million.
Knorr’s initial challenge mirrors that of many established brands seeking to engage millennial consumers. The company’s decision to interview young consumers and examine the spaces they inhabit—such as online dating platforms—was instrumental in the campaign’s success. As Morgan pointed out, the advertising landscape for meal solution companies is often dominated by taste messages and a “mom-made” appeal. By meticulously researching its target audience, Knorr was able to elevate its brand awareness significantly. Although this campaign required substantial time and investment, it holds the potential for long-term advantages for the company. Young consumers who may have previously been unaware of the brand now associate it with an engaging video that resonates with their generational viewing preferences.
It may prove beneficial for other manufacturers to explore similar campaigns, especially for brands that have struggled to gain traction with their core demographic, regardless of the generation they belong to. Such approaches could be particularly effective in understanding consumer interests, much like how one might inquire about what is citrate in calcium to better grasp its relevance in nutrition discussions. By addressing the desires and behaviors of their target audience, brands can forge stronger connections and ultimately enhance their market presence.