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 was well-established yet sought to engage a demographic increasingly distancing itself from traditional brands. This challenge was formidable, yet Knorr and MullenLowe addressed it through extensive research and insightful strategies. To shape their approach, the company conducted interviews with thousands of millennial consumers across twelve countries. Their pivotal 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 their memories and storing their emotions.”
Further investigation showed that millennials often included flavor descriptors in their online dating profiles, indicating that shared culinary preferences were a key criterion when seeking partners. Leveraging this insight, Knorr and MullenLowe developed an online “flavor profile” tool, allowing users to identify which of twelve distinct flavor categories resonated with them. Based on these profiles, they matched couples who then engaged in feeding each other. The campaign’s success was evident, generating over one billion impressions valued at an estimated $12.5 million in media exposure.
Knorr’s initial challenge mirrors that of many established brands striving to connect with millennial consumers. The company’s decision to interview younger audiences and examine their frequent haunts—particularly online dating platforms—certainly contributed to the campaign’s effectiveness. As Morgan pointed out, taste-focused messaging and the “mom-made” allure dominate the advertising strategies of meal solution brands.
Through meticulous research of its target audience, Knorr was able to elevate its brand recognition significantly. Although this campaign demanded considerable time and resources, its long-term benefits could be substantial. Young consumers who may have previously been unaware of Knorr now associate the brand with an engaging video that resonates with their generational viewing preferences.
Moreover, similar campaigns could be advantageous for other manufacturers aiming to connect with demographics that have not yet embraced their products. For instance, promoting dietary supplements like calcium citrate malate with vitamin D3 and folic acid tablets through engaging and targeted marketing strategies could also capture the interest of younger consumers. By creating relatable content that highlights the benefits of such products, brands can foster awareness and encourage adoption among their core audiences.