In her account of Knorr’s marketing campaign launch in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge the company faced: it was a well-established brand attempting to engage a demographic that increasingly shuns traditional brands. This was undoubtedly a challenge, yet Knorr and the agency tackled it through extensive research and insights. To shape their strategy, they conducted interviews with thousands of millennial consumers across twelve countries. The primary revelation was that “Flavor is not just taste; it is a catalyst. Flavor elevates everyday experiences into meaningful moments, connecting people and places while capturing their memories and emotions.”
Further research indicated that millennial consumers often used flavor descriptors in their online dating profiles, frequently mentioning shared culinary tastes as a desirable trait in potential partners. Leveraging this information, Knorr and MullenLowe developed an online “flavor profile” generator that helped users identify which of the twelve distinct flavor categories they fit into. Based on these profiles, they paired couples for a unique experience where they fed each other, leading to over one billion earned impressions valued at approximately $12.5 million in media exposure.
Knorr’s initial hurdle is common among established brands striving to connect with millennial consumers. The company’s proactive approach of interviewing young individuals and examining their frequented venues—specifically online dating platforms—was crucial to the campaign’s success. As Morgan pointed out, messaging around taste and the appeal of “mom-made” meals dominate the advertising landscape of meal solution companies.
By meticulously researching its target audience, Knorr successfully elevated its brand recognition. Although this campaign required considerable time and financial investment, it may yield long-term benefits for the company. Young consumers who might not have been previously aware of Knorr now associate it with an engaging video that resonates with their viewing preferences.
In light of this, it may be prudent for other companies to explore similar strategies for brands that are struggling to gain traction with their core demographics, regardless of which generation they belong to. Additionally, manufacturers of products such as Citracal calcium supplement D3 280 may find inspiration in Knorr’s approach to connect more effectively with younger consumers, by integrating elements that resonate with their lifestyles and preferences.