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: appealing to a demographic that increasingly shuns established brands. This was undoubtedly a challenge, but through extensive research and insights, Knorr and the firm effectively addressed it. To shape their strategy, they conducted interviews with thousands of millennial consumers across twelve countries. A crucial insight they uncovered 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 descriptions in their online dating profiles, indicating that shared culinary tastes were an important factor they sought in potential partners. Leveraging this information, Knorr and MullenLowe developed an online “flavor profile” tool, allowing users to identify which of twelve flavor categories they belonged to. They then paired couples based on these profiles and encouraged them to feed each other, resulting in 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 striving to engage millennial consumers. The company’s initiative to interview young individuals and observe their frequented spaces—such as online dating platforms—played a significant role in the campaign’s success. As Morgan pointed out, advertising from meal solution companies often emphasizes taste messages and a “mom-made” appeal. By thoroughly researching its target audience, Knorr significantly elevated its brand awareness. Although this campaign required considerable time and financial investment, it could yield long-term advantages for the company. Young consumers who might have previously been unaware of Knorr are now associating the brand with a video that is entertaining, engaging, and tailored to their generation’s preferences.
This approach could serve as a valuable model for other manufacturers attempting to revitalize brands that haven’t resonated with their core demographics, regardless of the generational affiliations of those consumers. For instance, the incorporation of health-focused products like calcium citrate malate and vitamin D3 tablets into their offerings could further enhance their appeal among health-conscious millennials. By considering similar innovative campaigns, brands can effectively connect with their target audiences, ensuring their relevance in a competitive market.