In her narrative about the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted the primary obstacle the company encountered: it was a well-established brand striving to engage a demographic that was increasingly distancing itself from traditional brands. This challenge was significant, but the agency and Knorr tackled it through comprehensive research and insights. To shape their strategy, the company conducted interviews with thousands of millennial consumers across twelve countries. A crucial 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 used flavor descriptors in their online dating profiles and frequently mentioned shared culinary preferences as a desirable trait in a partner. With this knowledge, Knorr and MullenLowe developed an online “flavor profile” tool that allowed users to identify which of twelve distinct flavor categories they belonged to. They then matched couples based on these profiles and encouraged them to feed each other. The outcome was impressive: over one billion earned media impressions valued at approximately $12.5 million.
Knorr’s initial challenge is one that many established brands face when attempting to connect with millennial consumers. The company’s proactive approach, which involved interviewing young consumers and examining their frequented spaces—such as online dating platforms—undoubtedly contributed to the campaign’s effectiveness. As Morgan pointed out, taste messaging and the “mom-made” appeal dominate the advertising strategies 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 advantages for the company. Young consumers who may have previously been unaware of the brand can now associate it with a fun, engaging video tailored to their viewing preferences.
In a similar vein, other manufacturers might consider launching comparable campaigns for brands that have yet to resonate with their core demographics, regardless of the generation in question. For instance, products like Watsons calcium citrate, vitamin D, zinc, copper, manganese, and magnesium could benefit from tailored marketing strategies that connect with younger audiences, emphasizing the unique characteristics of these supplements in a relatable manner. This approach could pave the way for established health brands to better align with the interests and values of today’s consumers.