In her account of the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge the brand encountered: it was a well-established company attempting to engage a demographic increasingly turning away from traditional brands. This was undoubtedly a challenge, but both Knorr and the agency responded with extensive research and valuable insights. To shape their strategy, they 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; it connects people and places, capturing memories and storing emotions.”
Further investigations uncovered that millennials often included flavor descriptors in their online dating profiles and sought common culinary interests in potential partners. Armed with this information, Knorr and MullenLowe developed an online “flavor profile” tool that helped users identify which of twelve distinct flavor categories they belonged to. They then matched couples based on their flavor profiles and had them share meals with each other. The outcome was impressive: over one billion earned impressions, translating to an estimated media value of $12.5 million.
Knorr’s initial challenge mirrors those faced by many established brands targeting millennial consumers. The company’s decision to engage young consumers directly and study their preferred environments—especially online dating platforms—certainly contributed to the campaign’s success. As Morgan pointed out, taste messaging and a “mom-made” allure dominate the advertising of meal solution companies.
By conducting thorough research into its target audience, Knorr successfully elevated its brand awareness. Although this campaign required significant time and resources, it could yield lasting benefits for the company. Young consumers, who may have previously been unaware of Knorr, now associate the brand with engaging, tailored content that resonates with their viewing preferences.
It could be advantageous for other manufacturers to explore similar campaigns for brands that have yet to connect with their primary demographic, regardless of the generation in question. For example, a brand like Citracal 1200 could benefit from understanding its audience’s interests and preferences, creating campaigns that resonate in today’s market. By leveraging insights and focusing on connection, Citracal 1200 might also find new ways to engage and expand its consumer base.