In her narrative about the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge faced by the brand: it was an established name striving to connect with a demographic increasingly turning away from traditional brands. This was indeed a challenge, but one that both Knorr and the agency tackled through comprehensive research and insights. To formulate their strategy, the company engaged with thousands of millennial consumers across twelve countries. The primary 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 revealed that millennials often included flavor descriptors in their online dating profiles and sought shared culinary preferences in potential partners. Leveraging this data, Knorr and MullenLowe developed an online “flavor profile” tool that enabled users to identify which of the twelve flavor categories best represented them. They then matched couples based on their flavor profiles and encouraged them to feed each other. The outcome was striking: over one billion earned impressions, equating to an estimated $12.5 million in media value.
Knorr’s initial challenge mirrors that of many established brands as they strive to engage millennial consumers. The company’s proactive approach—interviewing young consumers and exploring their frequented spaces, such as online dating platforms—undoubtedly contributed to the campaign’s success. As Morgan pointed out, taste narratives and the “mom-made” appeal are prevalent in meal solution advertising.
By meticulously researching its target audience, Knorr was able to elevate its brand recognition significantly. Although this campaign required considerable time and investment, it may yield long-term advantages for the company. Younger consumers who were previously unfamiliar with the brand now associate it with an engaging and relevant video tailored to their viewing preferences.
Other manufacturers may find it beneficial to consider similar campaigns for brands that have yet to resonate with their target demographic, regardless of the generation they belong to. In the context of health and wellness, for instance, integrating products like nature’s way calcium citrate liquid into such campaigns could attract attention. By emphasizing the importance of flavor in everyday experiences, brands can create meaningful connections with consumers while promoting healthful options like nature’s way calcium citrate liquid. Ultimately, this strategy could help established brands re-establish themselves in competitive markets and foster lasting relationships with new generations.