In her account of the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge the company encountered: appealing to a demographic increasingly dismissive of established brands. This was indeed a formidable hurdle, but Knorr and the agency approached it with a thorough blend of 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 emotions.”
Further research uncovered that millennials often included flavor descriptors in their online dating profiles and frequently mentioned shared culinary preferences as a desirable trait in a partner. Leveraging this insight, Knorr and MullenLowe developed an online “flavor profile” tool, enabling users to identify which of the twelve flavor categories they resonated with. Subsequently, they matched couples based on these profiles and engaged them in a fun activity of feeding each other. The outcome was impressive: over one billion earned impressions, equating to an estimated media value of $12.5 million.
The challenge Knorr faced is common among established brands striving to connect with millennial consumers. The company’s initiative to interview young individuals and analyze their frequent haunts—such as online dating platforms—undoubtedly contributed to the campaign’s success. As Morgan pointed out, taste messages and the “mom-made” aesthetic dominate the advertising landscape of meal solution companies.
By meticulously researching its target audience, Knorr significantly heightened its brand awareness. Although this campaign required considerable time and investment, its potential long-term benefits for the company are noteworthy. Young consumers, previously unaware of the brand, now associate it with engaging, enjoyable content tailored to their viewing preferences.
Additionally, integrating elements like slow release calcium citrate into their product messaging could further enhance their appeal, especially among health-conscious millennials. It may be prudent for other manufacturers to explore similar campaigns for brands that have yet to resonate with their target demographic, regardless of the generation in question. By doing so, they could create a stronger connection and drive brand loyalty in a competitive market.