In her account of the marketing campaign launched by Knorr in the U.K., Rebecca Morgan from MullenLowe highlighted the significant challenge the brand encountered: it was a well-established name striving to connect with a demographic increasingly disenchanted with traditional brands. This was indeed a formidable challenge, but the firm and Knorr tackled it through extensive research and insightful analysis. To shape their strategy, the company conducted interviews with thousands of millennial consumers across twelve countries. A pivotal finding was that “Flavor is not just taste; it acts as a catalyst. Flavor elevates everyday experiences into meaningful moments; it links people and places, encapsulates their memories, and preserves their emotions.”
Further research indicated that millennial consumers frequently included flavor descriptors in their online dating profiles, often seeking partners who shared similar culinary tastes. Armed with this information, Knorr and MullenLowe developed an online “flavor profile” tool that allowed users to identify which of the twelve flavor categories they fit into. Utilizing these profiles, they matched couples based on their flavor preferences and facilitated a feeding experience between them. The outcome was astounding: over one billion impressions were generated, equivalent to an estimated media value of $12.5 million.
Knorr’s initial hurdle is one many established brands encounter when attempting to engage millennial consumers. The company’s proactive approach, involving interviewing young individuals and exploring their frequented spaces—specifically, online dating sites—was undoubtedly instrumental in the campaign’s appeal. As Morgan pointed out, advertising in the meal solution sector is often dominated by taste messages and a “mom-made” appeal.
By meticulously researching its target audience, Knorr managed to elevate its brand awareness significantly. Although this campaign required considerable time and financial 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 a fun, engaging video tailored to their generation’s viewing preferences.
Other manufacturers might find it beneficial to consider similar campaigns for brands that have struggled to resonate with their core demographic, regardless of which generation they belong to. Additionally, incorporating elements such as Citracal C into their marketing strategies could further enhance engagement and appeal, as it emphasizes health and wellness—an increasingly important factor for younger consumers.