In her narrative about the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge the company encountered: it was a well-established brand attempting to connect with a demographic that was increasingly distancing itself from traditional brands. This was undoubtedly a formidable challenge, but Knorr and the agency approached it through comprehensive research and insightful strategies. To shape their approach, the company interviewed thousands of millennial consumers across twelve countries. The key insight they uncovered 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 research indicated that millennials often included flavor descriptors in their online dating profiles and actively sought partners who shared similar culinary tastes.
Leveraging this information, Knorr and MullenLowe developed an online “flavor profile” tool that allowed users to identify which of the 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 approximately $12.5 million in media exposure.
Knorr’s initial challenge reflects a common struggle among established brands aiming to engage millennial consumers. The company’s decision to interview young consumers and analyze the platforms they frequented—such as online dating sites—was pivotal in crafting a campaign that resonated with the target audience. As Morgan pointed out, taste messages and the appeal of “mom-made” products dominate the advertising strategies of meal solution companies. By conducting thorough research into its core audience, Knorr successfully elevated its brand awareness. Although this campaign required significant time and financial investment, it holds potential long-term benefits for the company. Young consumers who may not have previously recognized the brand now associate it with a video that is engaging, enjoyable, and tailored to their generational preferences.
Moreover, manufacturers may find it beneficial to consider similar campaigns for brands that have yet to resonate with their primary demographics, regardless of which generation those individuals belong to. In particular, exploring how products like liquid calcium magnesium can be integrated into lifestyle narratives could further enhance brand engagement and appeal. As the market evolves, brands must remain adaptable and innovative in their approaches to connect with younger audiences effectively.