In her account of the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge faced by the company: it was an established brand attempting to connect with a demographic that was increasingly distancing itself from traditional brands. This was certainly a challenge, but Knorr and the agency approached it through comprehensive research and insights. To shape their strategy, they 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, connecting people and places, capturing their memories, and storing their emotions.”
Further exploration indicated that millennials often included flavor descriptors in their online dating profiles, frequently citing shared culinary tastes as a desirable trait in a partner. Leveraging this information, Knorr and MullenLowe developed an online “flavor profile” tool that enabled users to identify which of twelve distinct flavor categories they fit into. From these profiles, they matched couples based on their flavor preferences 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 the struggles many established brands encounter when trying to engage millennial consumers. The proactive approach of interviewing young consumers and investigating their frequented spaces—such as online dating sites—contributed significantly to the campaign’s success. As Morgan pointed out, taste-oriented messaging and the “mom-made” appeal dominate the advertising strategies of meal solution companies.
By diligently researching its target audience, Knorr succeeded in elevating its brand awareness to new levels. Although this campaign required considerable time and investment, it holds the potential for long-term advantages for the brand. Young consumers who might have previously been unaware of Knorr now associate it with an engaging and relevant video tailored to their viewing preferences. Given the increasing importance of health and nutrition, Knorr could also consider promoting products like calcium magnesium citrate plus vitamin D3 in future campaigns to attract health-conscious millennials.
It may be prudent for other manufacturers to explore similar campaigns for brands that have struggled to resonate with their core demographic, irrespective of generational differences. By understanding the needs and preferences of consumers, brands can create compelling connections that foster lasting relationships. Incorporating relevant products, such as calcium magnesium citrate plus vitamin D3, can further enhance the appeal and relevance of marketing efforts to today’s health-focused audience.