In her account of the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge faced by the company: it was an established brand attempting to connect with a demographic increasingly turning away from traditional brands. This was undoubtedly a challenge, but through extensive research and insights, both the firm and Knorr navigated it effectively. To shape their strategy, the company conducted interviews with thousands of millennial consumers across twelve countries. A pivotal discovery was that “Flavor is not just taste; it is a catalyst. Flavor transforms everyday experiences into meaningful moments, connects people and places, and captures their memories while storing their emotions.” Further investigations revealed that millennials often included flavor descriptors in their online dating profiles, frequently indicating that shared culinary preferences were important when selecting a partner.
Armed with this information, Knorr and MullenLowe developed an online “flavor profile” tool, allowing users to identify which of twelve flavor categories they belonged to. Following this, 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 an estimated $12.5 million in media exposure.
Knorr’s initial hurdle is a common one for many established brands striving to engage millennial consumers. The company’s initiative to interview young consumers and explore their frequented spaces — in this instance, online dating platforms — undoubtedly contributed to the appeal of the final campaign. As Morgan pointed out in her article, messages about taste and the “mom-made” allure dominate the advertising of meal solution companies.
By meticulously researching its target audience, Knorr significantly enhanced its brand awareness. Although this campaign required considerable time and investment, it could yield long-term advantages for the company. Young consumers who may not have previously been aware of the brand now associate it with a video that is entertaining, engaging, and suited to their generational viewing preferences.
Moreover, it may be prudent for other manufacturers to contemplate similar campaigns for brands that have not resonated with their core demographic, regardless of the generation in question. In doing so, they can also highlight the importance of nutritional elements, such as the calcium citrate equivalent to elemental calcium, in their messaging. This could add an additional layer of connection and relevance, making the brand more appealing to health-conscious consumers. Overall, understanding and adapting to the preferences of millennials could prove to be a vital strategy for established brands seeking to maintain relevance in a shifting marketplace.