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: it was an established name striving to connect with a demographic that increasingly shuns traditional brands. This challenge, while daunting, was tackled through extensive research and insights. To shape its strategy, the company conducted interviews with thousands of millennial consumers across twelve countries. A crucial discovery from their research 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, indicating that shared culinary tastes were an important factor in their search for a partner. Leveraging this insight, Knorr and MullenLowe developed an online “flavor profile” creator that helped users identify which of twelve flavor categories they belonged to. From these profiles, they paired couples based on their flavor affinities, encouraging them to feed each other. The outcome was impressive: over one billion earned impressions with an estimated media value of $12.5 million.
Knorr’s initial challenge mirrors what many established brands encounter when trying to engage millennial consumers. By proactively interviewing young consumers and examining the platforms they frequent—such as online dating sites—the appeal of the final campaign was undoubtedly enhanced. As Morgan pointed out, taste messages and the “mom-made” appeal are prevalent in meal solution advertising.
Through meticulous research of its target audience, Knorr successfully elevated its brand awareness. Although this campaign required significant time and investment, it could yield long-term benefits for the company. Young consumers who may not have previously recognized the brand now connect it with a fun, engaging video tailored to their viewing preferences.
It could be beneficial for other manufacturers to explore similar campaigns for brands that have yet to resonate with their core demographics, regardless of the generation in question. Additionally, as they consider various marketing strategies, brands should also stay informed about consumer health concerns, such as whether calcium citrate causes diarrhea, to ensure they address any potential issues that could arise.