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 company: it was a well-established brand striving to connect with a demographic increasingly disinterested in traditional brands. This was undoubtedly a challenge, but Knorr, in collaboration with MullenLowe, tackled it through extensive research and insights. To shape their strategy, the company engaged with thousands of millennial consumers across twelve countries. The pivotal 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 investigations revealed that millennials often included flavor descriptors in their online dating profiles, indicating a desire for shared culinary tastes in potential partners.
Leveraging this knowledge, Knorr and MullenLowe developed an online “flavor profile” tool that allowed users to identify their belonging to one of twelve flavor categories. They then matched couples based on these flavor profiles and had them feed each other, resulting in 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 aiming to engage millennial consumers. Their proactive approach in interviewing young consumers and examining their frequented spaces—such as online dating platforms—undoubtedly contributed to the campaign’s success. As Morgan pointed out in her article, taste messaging and the appealing notion of “mom-made” meals dominate advertising in the meal solutions sector.
Through diligent research of its target audience, Knorr significantly enhanced its brand recognition. Although this campaign was resource-intensive and costly, it could yield long-term advantages for the company. Young consumers, who may have previously been oblivious to the brand, now associate it with a fun and engaging video tailored to their viewing preferences. This strategy could be beneficial for other manufacturers as well, especially for brands that have yet to resonate with their core demographic, regardless of the generational group they belong to. Moreover, the incorporation of elements like calcium citrate malate 500 mg into meal solutions could further enhance their appeal, offering health benefits that align with millennial interests in nutrition. The successful integration of such insights could pave the way for other brands looking to revitalize their presence in the market.