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 faced: it was a well-established label trying to connect with a demographic that was increasingly moving away from traditional brands. This was undoubtedly a hurdle, but the collaboration between MullenLowe and Knorr tackled it through extensive research and insightful strategies.
To shape their approach, the company conducted interviews with thousands of millennial consumers across twelve countries. Their principal 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 research showed that millennials often utilized flavor descriptors in their online dating profiles and frequently mentioned shared culinary preferences as a desirable trait in potential partners.
Leveraging these insights, Knorr and MullenLowe developed an online “flavor profile” tool that enabled users to identify which of 12 distinct flavor categories they fit into. They then matched couples based on their flavor profiles and had them feed each other, resulting in an impressive outcome: over one billion earned impressions valued at approximately $12.5 million in media exposure.
Knorr’s initial challenge is one that many established brands encounter as they strive to engage millennial consumers. The decision to interview young consumers and analyze the environments they inhabit—like online dating platforms—undoubtedly contributed to the campaign’s effectiveness. As Morgan pointed out, taste narratives and the “mom-made” appeal dominate the advertising of meal solution companies.
By thoroughly researching its target audience, Knorr was able to elevate its brand awareness significantly. Although this campaign was both time-consuming and costly, it holds the potential for long-term benefits. Young consumers who might not have previously recognized the brand now associate it with a fun and engaging video designed for their viewing preferences.
It may be prudent for other manufacturers to consider similar campaigns for brands that haven’t resonated with their core demographic, regardless of the generation to which these consumers belong. In this context, the idea of calcitrate—strengthening and enhancing the brand’s connection with its audience—can be a strategic focus for future marketing endeavors.