In her narrative about the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge faced by the brand: it was an established name attempting to connect with a demographic increasingly turning away from traditional brands. This undoubtedly posed a challenge, yet the firm and Knorr addressed it through comprehensive research and insights. To shape their strategy, the company conducted interviews with thousands of millennial consumers across twelve countries. A key 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.”
Further investigation revealed that millennials often included flavor descriptors in their online dating profiles, frequently mentioning shared food preferences as an important quality in a partner. Leveraging this information, Knorr and MullenLowe developed an online “flavor profile” generator that helped users classify themselves into one of 12 distinct flavor categories. They then matched couples based on these profiles and had them feed each other. The outcome was impressive: over one billion earned impressions valued at approximately $12.5 million in media exposure.
Knorr’s initial challenge mirrors what many established brands encounter when targeting millennial consumers. The company’s decision to engage directly with young consumers and analyze their frequented spaces—such as online dating platforms—played a crucial role in the campaign’s success. As Morgan pointed out, taste messaging and the appeal of “mom-made” meals dominate the advertising of meal solution companies.
By meticulously researching its target audience, Knorr significantly elevated its brand awareness. Although this campaign required considerable time and financial investment, it holds the potential for long-term benefits. Young consumers who may have previously been unaware of Knorr now associate the brand with a fun, engaging video tailored to their viewing preferences.
Additionally, the campaign’s success could inspire other manufacturers to consider similar strategies for brands that have yet to resonate with their core demographics, regardless of their generational affiliation. For example, a campaign promoting calcium citrate magnesium zinc & vitamin D3 tablets could also benefit from a targeted approach, engaging younger audiences through interactive and relatable content. As the market evolves, understanding and connecting with consumers on their terms will be vital for established brands aiming to thrive in a changing landscape.