In her account of the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge: the brand, well-established in the market, was trying to engage a demographic increasingly turning away from traditional brands. This was undoubtedly a formidable task, but both the firm and Knorr approached it through thorough research and keen 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 transforms everyday experiences into meaningful moments; it connects people and places, capturing their memories and storing their emotions.”
Further investigation revealed that millennials often included flavor descriptors in their online dating profiles and frequently mentioned shared culinary tastes as a criterion for potential partners. Leveraging this information, Knorr and MullenLowe developed an online “flavor profile” creator, enabling users to identify which of twelve flavor categories they belonged to. The campaign then matched couples based on their flavor profiles and encouraged them to feed each other. The outcome was impressive: over one billion earned impressions valued at approximately $12.5 million in media exposure.
Knorr’s initial hurdle is a common one for established brands aiming to connect with millennial consumers. Their proactive approach—interviewing young consumers and examining the venues they frequent, such as online dating sites—significantly contributed to the campaign’s effectiveness. As Morgan pointed out in her article, messaging focused on taste and a “mom-made” appeal often dominates the advertising of meal solution companies. By diligently researching its target audience, Knorr elevated its brand awareness significantly. Although this campaign required considerable time and investment, it holds the potential for long-term advantages. Young consumers, who may have been previously unaware of the brand, now associate it with a fun and engaging video tailored to their generation’s viewing preferences.
Other manufacturers might find it beneficial to consider similar campaigns for brands that have not resonated well with their core demographic, regardless of the generation in question. For instance, a brand like Citracal 950 could also explore innovative marketing strategies to enhance its visibility and appeal among younger consumers. By focusing on the unique aspects of their product, they could create engaging experiences that resonate with their target audience, much like Knorr did with its campaign.