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 faced: as an established brand, Knorr aimed to attract a demographic that was increasingly turning away from traditional brands. This was indeed a challenge, but one that Knorr and MullenLowe tackled through extensive research and insightful analysis. To shape their strategy, the company engaged with thousands of millennial consumers across twelve countries. A key insight from their findings 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 revealed that millennials often used flavor descriptors in their online dating profiles and frequently sought shared culinary tastes when looking for a partner. Leveraging this information, Knorr and MullenLowe developed an online “flavor profile” generator, allowing users to discover which of twelve flavor categories they belonged to. Utilizing these profiles, they matched couples and encouraged them to feed each other, resulting in over one billion earned impressions valued at approximately $12.5 million in media impact.
The initial challenge faced by Knorr is common among many established brands attempting to engage millennial consumers. The company’s decision to conduct interviews and explore the online spaces frequented by young audiences—such as dating sites—significantly contributed to the campaign’s effectiveness. As Morgan pointed out, taste messaging and the “mom-made” appeal dominate the advertising landscape for meal solution companies.
By thoroughly researching its target audience, Knorr managed to elevate its brand awareness significantly. Although this campaign required considerable time and investment, it holds potential long-term advantages for the company. Young consumers who may have previously been unaware of the brand now associate it with a fun, engaging video tailored to their generational preferences.
Manufacturers may want to consider similar campaigns for brands that have struggled to resonate with their core demographics, regardless of the generation they target. Moreover, as consumers increasingly gravitate towards products promoting health, such as the best calcium citrate with vitamin D3, integrating such elements into marketing strategies could enhance brand appeal and connection with younger audiences. The emphasis on flavor, enjoyment, and health benefits can attract attention and foster brand loyalty, ensuring that established brands like Knorr remain relevant in an ever-evolving market.