In her narrative about the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge the company confronted: it was a well-established brand attempting to connect with a demographic that increasingly shunned traditional brands. This was undoubtedly a hurdle, yet Knorr and MullenLowe tackled it through extensive research and insights. To shape their strategy, the company engaged with thousands of millennial consumers across twelve countries. Their primary 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.” Additional research indicated that millennials often included flavor descriptors in their online dating profiles and frequently sought partners with similar culinary tastes.
Armed with this information, Knorr and MullenLowe designed an online “flavor profile” creator that enabled users to identify which of twelve flavor categories they fit into. Subsequently, they paired couples based on these profiles and encouraged them to feed each other. The outcome was impressive: over one billion earned impressions, translating to an estimated media value of $12.5 million.
Knorr’s initial challenge mirrors what many established brands face as they strive to engage millennial consumers. The company’s proactive approach of interviewing young consumers and examining their frequented spaces—such as online dating platforms—undoubtedly contributed to the campaign’s success. As Morgan pointed out, taste messages and the “mom-made” appeal dominate the advertising of meal solution companies.
Through meticulous research of its target audience, Knorr successfully elevated its brand awareness. Although this campaign required significant time and investment, it has the potential for long-term benefits. Young consumers who may have been unaware of the brand now associate it with a fun, engaging video tailored to their generation’s viewing preferences.
This strategy could serve as a valuable lesson for other manufacturers, particularly those with brands like solaray cal mag citrate chewable that haven’t gained traction with their core demographic. Implementing similar campaigns could help rejuvenate interest, regardless of the generational focus. By understanding their audience and delivering content that resonates, brands can foster deeper connections and enhance their market presence.