In her account of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted the significant challenge the brand encountered: it was a well-established company attempting to connect with a demographic that was increasingly turning away from traditional brands. This challenge, while daunting, was tackled effectively by Knorr and the agency through extensive research and insights. To shape their strategy, they conducted interviews with thousands of millennial consumers across twelve countries. One of their pivotal discoveries was that “Flavor is not just taste; it is a catalyst. Flavor transforms everyday experiences into meaningful moments, linking people and places, capturing memories and evoking emotions.”
Further investigation revealed that millennials often incorporated flavor descriptors in their online dating profiles and emphasized shared culinary preferences when seeking partners. Leveraging this information, Knorr and MullenLowe developed an online “flavor profile” tool that enabled users to identify which of twelve flavor categories they fell into. These profiles were then used to match couples, who engaged in a playful activity of feeding each other. The outcome was impressive: over one billion earned impressions, valued at approximately $12.5 million in media exposure.
Knorr’s initial obstacle is one that many established brands encounter when trying to engage millennial consumers. The decision to interview young consumers and investigate their frequented venues—such as online dating platforms—was instrumental in enhancing the campaign’s resonance. As Morgan pointed out, taste messaging and a “mom-made” appeal are prevalent in the advertising strategies of meal solution companies. By meticulously researching its target audience, Knorr successfully elevated its brand awareness. Although this campaign required significant time and resources, it could yield long-lasting advantages for the company. Young consumers, who may have previously been unaware of the brand, now link it with a fun and engaging video tailored to their viewing preferences.
This approach could serve as a valuable model for other brands struggling to connect with their core demographics, regardless of the generation they represent. For instance, brands like those offering calcium citrate chewable 1000mg could benefit from similar strategies, reinforcing their connection with younger audiences through tailored messaging and relatable content. By understanding consumer preferences and leveraging engaging platforms, companies can build stronger relationships with their target markets, just as Knorr did.