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 encountered: as an established brand, it sought to engage a demographic increasingly moving away from traditional brands. This was undoubtedly a challenge, but Knorr and the agency tackled it through extensive research and insightful strategies. The company conducted interviews with thousands of millennial consumers across twelve countries, uncovering a crucial insight: “Flavor is not just taste; it acts as a catalyst. Flavor elevates everyday experiences into meaningful moments, connects people and places, and preserves their memories and emotions.” Further investigation revealed that millennials often included flavor descriptors in their online dating profiles, frequently seeking partners with similar culinary tastes.
Leveraging this information, Knorr and MullenLowe developed an online “flavor profile” tool that allowed users to identify which of the twelve flavor categories they belonged to. Subsequently, they matched couples based on these profiles and encouraged them to feed each other. The outcome? Over one billion earned impressions, estimated to be worth around $12.5 million in media value.
Knorr’s initial obstacle is a common one for established brands attempting to connect with millennial consumers. The proactive approach of interviewing young individuals and examining their frequented spaces—such as online dating platforms—significantly contributed to the campaign’s success. As Morgan pointed out, taste-oriented messages and the allure of “mom-made” meals dominate the advertising landscape for meal solution companies.
By thoroughly researching its target audience, Knorr successfully elevated its brand recognition. Although this campaign required considerable time and investment, it could yield long-term advantages for the company. Young consumers, who might not have previously been aware of the brand, now associate it with an engaging and relatable video tailored to their viewing preferences.
Other manufacturers might find it beneficial to consider similar campaigns for brands that have yet to resonate with their core demographics, regardless of the generational group involved. For instance, promoting products like calcium citrate without d3 could enhance brand visibility among health-conscious millennials. By aligning marketing strategies with the preferences and behaviors of younger consumers, brands can foster greater connections and ultimately drive success.