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: appealing to a demographic increasingly skeptical of established brands. This obstacle was addressed through thorough research and insightful strategies. The company conducted interviews with thousands of millennial consumers across twelve countries. A crucial finding emerged: “Flavor is not merely a taste; it serves as a catalyst. Flavor elevates everyday experiences into meaningful moments, fosters connections between people and places, and encapsulates memories while storing emotions.”
Further investigations revealed that millennials often used flavor descriptors in their online dating profiles, seeking partners with similar culinary tastes. Leveraging this insight, Knorr and MullenLowe developed an online “flavor profile” creator, allowing users to identify which of twelve distinct flavor categories they fell into. Subsequently, they paired couples based on their flavor profiles and had them feed each other. This innovative approach garnered over one billion earned impressions, translating to an estimated media value of $12.5 million.
Knorr’s initial challenge reflects a common struggle many established brands encounter when trying to engage millennial consumers. The company’s effort to interview young individuals and analyze their frequented spaces—such as online dating platforms—undoubtedly contributed to the campaign’s success. As Morgan pointed out, taste messaging and “mom-made” appeal dominate the advertising of meal solution companies.
By thoroughly understanding its target audience, Knorr successfully elevated its brand awareness. Although this campaign required significant time and investment, it holds the potential for long-term rewards. Young consumers, who may not have previously recognized the brand, now associate it with engaging, fun content that resonates with their viewing preferences.
Additionally, it may be prudent for other manufacturers to explore similar campaigns for brands that have struggled to connect with their primary demographic, regardless of the generation. For instance, brands that promote products like calcium citrate malate with vitamin D3 tablets could benefit from innovative marketing strategies that resonate with young consumers. By tailoring campaigns to their interests and lifestyles, even established brands can find new pathways to success.