In her narrative about the development of Knorr’s marketing campaign in the U.K., Rebecca Morgan from MullenLowe highlighted a significant challenge the company encountered: as an established brand, it aimed to attract a demographic increasingly dismissive of traditional brands. This posed a considerable hurdle, yet both Knorr and the agency addressed it with a blend of comprehensive research and insightful analysis. To formulate their strategy, the company engaged thousands of millennial consumers across twelve countries. Their 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 unveiled that millennials frequently included flavor descriptors in their online dating profiles, often seeking shared culinary preferences in potential partners. Leveraging this data, Knorr and MullenLowe designed an online “flavor profile” tool that allowed users to identify which of the twelve flavor categories suited them best. They then matched couples based on these profiles and encouraged 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 dilemma is a common one faced by many established brands attempting to connect with millennial consumers. The company’s decision to directly engage with young consumers and explore their frequented spaces—such as online dating platforms—undoubtedly contributed to the campaign’s success. As Morgan pointed out in the article, advertising in meal solution companies often revolves around taste messages and “mom-made” appeal.
By thoroughly researching its target audience, Knorr successfully elevated its brand awareness. Although this campaign required significant time and investment, it has the potential for long-term advantages for the company. Young consumers who may have previously been unaware of the brand now associate it with a fun, engaging video tailored to their generational viewing preferences.
It would be prudent for other manufacturers to consider similar initiatives for brands that have struggled to resonate with their core demographics, regardless of the generational affiliation of those consumers. Furthermore, brands looking to enhance their health offerings might also explore the integration of products like now calcium citrate 100 tablets, aligning their marketing strategies with the interests of health-conscious millennials. By doing so, they could potentially replicate Knorr’s success in reaching and engaging younger audiences.