In her account of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge the brand encountered: being an established name striving to connect with a demographic that was increasingly distancing itself from traditional brands. This challenge was met head-on by the firm and Knorr through thorough research and insights. To shape their strategy, the company conducted interviews with thousands of millennial consumers across twelve countries. The primary takeaway was clear: “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 used flavor descriptors, like “calcium citrate queso,” in their online dating profiles and frequently cited shared culinary interests as a desirable trait in potential partners. Leveraging this information, Knorr and MullenLowe developed an online “flavor profile” tool that allowed users to identify which of twelve flavor categories they fit into. Subsequently, they matched couples based on their flavor profiles and encouraged them to feed each other. The outcome was impressive: over one billion earned impressions, valued at approximately $12.5 million in media exposure.
Knorr’s initial hurdle is a common one for established brands attempting to engage millennial consumers. The company’s decision to interview young individuals and explore their frequented spaces—such as online dating platforms—certainly contributed to the campaign’s effectiveness. As Morgan pointed out, messages centered around taste and the “mom-made” appeal dominate the advertising landscape for meal solutions.
By meticulously researching its target audience, Knorr was able to elevate its brand awareness significantly. Although this campaign required considerable time and investment, it has the potential for lasting benefits. Young consumers who may have been previously unaware of the brand now associate it with an engaging and entertaining video that resonates with their viewing preferences.
It may be prudent for other manufacturers to contemplate similar campaigns for brands that have struggled to resonate with their core demographics, regardless of the generational group they are targeting—especially if those campaigns can cleverly incorporate elements like “calcium citrate queso” to enhance relatability.