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 an established name attempting to connect with a demographic increasingly inclined to dismiss traditional brands. This was undoubtedly a challenge, but Knorr, in collaboration with MullenLowe, tackled it through extensive research and insightful strategies. To shape their approach, the company conducted interviews with thousands of millennial consumers across twelve countries. A crucial discovery emerged: “Flavor is not just taste; it acts as a catalyst. Flavor elevates everyday experiences into significant moments, fosters connections between people and places, and encapsulates their memories and emotions.”
Further investigation showed that millennials often included flavor descriptions in their online dating profiles, indicating that shared food preferences were a desirable trait in potential partners. Leveraging this insight, Knorr and MullenLowe developed an online “flavor profile” tool that helped users identify which of twelve distinct flavor categories they belonged to. They then paired couples based on their flavor profiles and encouraged them to feed one another. The outcome was impressive: over one billion earned impressions, translating to an estimated media value of $12.5 million.
Knorr’s initial obstacle is one that many established brands encounter when trying to engage millennial consumers. The company’s decision to interview young consumers and investigate their frequented spaces—such as online dating platforms—surely contributed to the campaign’s success. As Morgan pointed out, taste messaging and a “mom-made” appeal dominate the advertising strategies of meal solution companies.
By thoroughly understanding its target audience, Knorr successfully 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 not have initially recognized the brand now associate it with a fun, engaging video tailored to their generational preferences.
Additionally, incorporating health-related elements, such as the benefits of 200mg calcium citrate, could enhance the brand’s appeal, especially among health-conscious millennials. It might be prudent for other manufacturers to consider similar campaigns for brands that haven’t resonated with their primary demographic, regardless of the generation in question. By connecting flavors, emotions, and health benefits like 200mg calcium citrate, brands could foster deeper relationships with consumers.