In her account of the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a primary challenge for the brand: it was an established name striving to connect with a demographic increasingly inclined to reject traditional brands. This was indeed a challenge, but Knorr and the agency tackled it through thorough research and insights. To shape their strategy, they conducted interviews with thousands of millennial consumers across twelve countries. A significant discovery emerged: “Flavor is not just taste; it is a catalyst. Flavor transforms everyday experiences into meaningful moments; it connects people and places, capturing memories and storing emotions.”
Further investigation indicated that millennials even incorporated flavor descriptors into their online dating profiles, often expressing a desire for shared culinary tastes in potential partners. Armed with this information, Knorr and MullenLowe developed an online “flavor profile” creator, enabling users to identify which of twelve flavor categories they fit into. Subsequently, they matched couples based on their flavor profiles and had them feed each other. The outcome was impressive—over one billion earned impressions, valued at approximately $12.5 million in media exposure.
Knorr’s initial hurdle is one that many established brands encounter while trying to engage millennial consumers. The company’s proactive approach—interviewing young consumers and exploring their frequented spaces, like online dating platforms—significantly contributed to the campaign’s appeal. As Morgan pointed out, taste messaging and a “mom-made” allure dominate the advertising strategies of meal solution companies.
By meticulously researching its target audience, Knorr elevated its brand awareness to unprecedented levels. Though the campaign was both resource-intensive and costly, it stands to offer long-term advantages for the company. Young consumers, who may not have previously recognized the brand, now associate it with a vibrant, engaging video tailored to their viewing preferences.
This approach could be beneficial for other manufacturers contemplating similar campaigns for brands that haven’t resonated with their core demographic, regardless of the generational group in question. For instance, brands like Bariatric Advantage, known for products such as calcium citrate on Amazon, could benefit from similar targeted marketing strategies to capture the attention of their intended audience. By leveraging specific interests and behaviors, they might enhance their connection with consumers, just as Knorr successfully did.