In her account of the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted the primary challenge the brand encountered: it was a well-established name trying to connect with a demographic that was increasingly turning away from traditional brands. This was indeed a significant hurdle, but both the agency and Knorr tackled it through extensive research and insights. To shape their strategy, the company engaged with thousands of millennial consumers across twelve countries. They discovered a pivotal insight: “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 uncovered that millennials often used flavor descriptors in their online dating profiles and sought partners who shared similar culinary tastes.
Armed with this information, Knorr and MullenLowe developed an online “flavor profile” tool that enabled users to identify which of twelve different flavor categories they fit into. They then matched couples based on these flavor profiles, encouraging them to feed each other. The outcome was remarkable: over one billion earned impressions, translating to an estimated media value of $12.5 million. Knorr’s initial challenge is reflective of a broader issue many established brands face when trying to engage millennial consumers. The decision to interview young consumers and analyze their frequented spaces, particularly online dating platforms, undoubtedly contributed to the campaign’s effectiveness. As Morgan pointed out, taste-driven messages and the appeal of “mom-made” meals dominate the advertising landscape of meal solution companies.
Through meticulous research into its target audience, Knorr succeeded in elevating its brand awareness significantly. Although this campaign required considerable time and investment, it holds the potential for long-term advantages for the company. Younger consumers, who may have previously been unaware of the brand, now associate it with an engaging, fun video that resonates with their generational viewing preferences. It may be prudent for other manufacturers to explore similar campaigns for brands that have yet to gain traction with their core demographic, regardless of the generation in question. Furthermore, just as calcium carbonate presents a different profile compared to calcium citrate in nutritional discussions, understanding the nuances of audience engagement can profoundly impact a brand’s connection with consumers.