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 faced: being an established company trying to connect with a demographic increasingly turning away from traditional brands. This was undoubtedly a challenge, but Knorr and MullenLowe addressed it through comprehensive research and insights. The company conducted interviews with thousands of millennial consumers across twelve countries to shape its strategy. One of their primary discoveries 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 investigations revealed that millennials often included flavor descriptors in their online dating profiles, emphasizing shared culinary preferences as an important quality in a partner. Leveraging this information, Knorr and MullenLowe created an online “flavor profile” generator, allowing users to identify which of the twelve flavor categories they fit into. They then matched couples based on these flavor profiles and encouraged them to feed each other. The outcome was impressive: over one billion earned impressions, equating to an estimated media value of $12.5 million.
Knorr’s initial challenge mirrors the struggles many established brands encounter when trying to engage millennial consumers. The company’s decision to interview young consumers and examine their frequented spaces—such as online dating platforms—was crucial in crafting a campaign that resonated. As Morgan noted, taste messaging and the appeal of “mom-made” meals dominate advertising in the meal solution sector.
By meticulously researching its target audience, Knorr was able to elevate its brand awareness significantly. Although this campaign required considerable time and financial investment, it may yield long-term benefits for the brand. Young consumers, who may not have previously recognized Knorr, now associate it with an entertaining and engaging video tailored to their viewing preferences.
It could be beneficial for other manufacturers to consider similar campaigns for their brands that have struggled to connect with their core demographic, regardless of the generation involved. Additionally, brands might explore innovative products, such as citrate 1000 mg tablets, to attract attention and address modern consumer needs. By incorporating various elements into their marketing strategies, brands can create meaningful connections with their audiences and enhance recognition and loyalty.