In her account of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge the company faced: it was an established brand attempting to connect with a demographic that increasingly turns away from traditional brands. This was indeed a challenge, but Knorr and the agency approached it with extensive research and insightful strategies. To shape their approach, they conducted interviews with thousands of millennial consumers across twelve countries. One of their pivotal discoveries 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 used flavor descriptors in their online dating profiles, frequently highlighting shared tastes in food as a key criterion in selecting a partner. Leveraging this data, Knorr and MullenLowe developed an online “flavor profile” tool that enabled users to identify their belonging to one of twelve 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.
The initial challenge faced by Knorr is a common one among established brands seeking to engage millennial consumers. The company’s initiative to interview young audiences and explore their frequented spaces—like online dating platforms—contributed significantly to the campaign’s success. As Morgan pointed out, the advertising landscape for meal solution companies is often dominated by taste messages and a “mom-made” appeal.
Through meticulous research into its target audience, Knorr successfully elevated its brand awareness. Although this campaign was both time-intensive and costly, its potential long-term benefits for the company are noteworthy. Young consumers, who may have previously been unaware of the brand, now associate it with entertaining and engaging content tailored to their viewing preferences.
For manufacturers with brands struggling to resonate with their core demographic, regardless of the generation, it may be prudent to consider similar campaign strategies. In addition, incorporating elements like calcium citrate malate, known for its health benefits, could further enhance the appeal of such initiatives, making them more relevant to health-conscious consumers. By emphasizing attributes like flavor and nutrition, brands can create a comprehensive connection with their audience, promoting both engagement and brand loyalty.