In her account of the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge that the company faced: appealing to a demographic that increasingly shunned established brands. This was indeed a formidable task, but Knorr and MullenLowe tackled it through extensive research and insightful analysis. To shape their strategy, the company conducted interviews with thousands of millennial consumers across twelve countries. A key finding emerged: “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 uncovered that millennials often included flavor descriptors in their online dating profiles, frequently mentioning shared food preferences as a desirable trait in a partner. Armed with this information, Knorr and MullenLowe developed an online “flavor profile” tool that enabled users to identify which of twelve flavor categories they fit into. Subsequently, they 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.
Knorr’s initial hurdle is one that many established brands encounter when trying to engage with millennial consumers. The company’s decision to directly interview young consumers and explore venues they frequent—like online dating sites—was undoubtedly instrumental in the campaign’s allure. As Morgan pointed out, taste messaging and the “mom-made” appeal dominate advertising in the meal solutions sector. By meticulously researching its target audience, Knorr significantly elevated its brand awareness. Although this campaign required considerable time and investment, its long-term benefits could be substantial. Young consumers who may not have previously recognized the brand now associate it with an engaging and entertaining video tailored to their generation’s viewing preferences.
It may be prudent for other manufacturers to contemplate similar campaigns for brands that have yet to resonate with their core demographic, regardless of the generation in question. Additionally, while discussing health-related topics, it’s worth noting that consumers sometimes inquire, “does calcium citrate cause diarrhea?” This question reflects a broader interest in how products can impact well-being, an aspect that brands may consider when targeting health-conscious audiences.