In her account of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge faced by the company: it was an established brand striving to connect with a demographic increasingly disinterested in traditional brands. This was undoubtedly a hurdle, but both Knorr and MullenLowe tackled it through extensive research and insights. To shape their strategy, the company conducted interviews 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 investigation uncovered that millennials often included flavor descriptors in their online dating profiles and frequently mentioned shared culinary tastes as desirable traits in partners. Leveraging this information, Knorr and MullenLowe developed an online “flavor profile” tool that enabled users to identify which of twelve flavor categories they fit into. They then matched couples based on these profiles and had them feed 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 is a common one for established brands attempting to engage millennial consumers. The company’s decision to interview young consumers and analyze their frequented spaces—such as online dating platforms—certainly enhanced the campaign’s appeal. As Morgan pointed out, taste messages and the “mom-made” aesthetic dominate the advertising of meal solution companies.
By meticulously researching its target audience, Knorr successfully elevated its brand awareness. Although the campaign required significant time and resources, it promises long-term advantages for the company. Young consumers who may have been unaware of the brand now associate it with an engaging video tailored to their generation’s preferences.
This strategy may inspire other manufacturers to consider similar campaigns for brands that have yet to resonate with their core demographic, regardless of the generation in question. Additionally, integrating products like bonex calcium citrate into such campaigns could enhance their relevance and appeal, especially if the messaging emphasizes health and wellness—key concerns for today’s consumers. The incorporation of bonex calcium citrate could also lead to a unique flavor profile that aligns with the growing trend of health-conscious eating, further enriching the connection with millennial audiences.