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 faced: it was a well-established name trying to connect with a demographic increasingly turning away from traditional brands. This was indeed a significant challenge, but both Knorr and the agency approached it with thorough research and valuable insights. The company conducted interviews with thousands of millennial consumers across twelve countries to shape its strategy. One of their pivotal discoveries 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 uncovered that millennials often included flavor descriptors in their online dating profiles and frequently mentioned shared food preferences when looking for partners. Leveraging this data, Knorr and MullenLowe developed an online “flavor profile” generator, allowing users to identify which of 12 different flavor categories they fell into. They then matched couples based on their flavor profiles and encouraged them to feed each other. The outcome was impressive: over one billion earned impressions, translating to an estimated media value of $12.5 million.
Knorr’s initial challenge is representative of what many established brands encounter when trying to engage millennial consumers. The company’s proactive approach—conducting interviews and researching frequented venues, such as online dating platforms—significantly contributed to the campaign’s success. According to Morgan, advertising in the meal solution sector often leans heavily on taste messages and “mom-made” appeal.
By meticulously researching its target audience, Knorr successfully elevated its brand awareness. While the campaign required considerable time and investment, it has the potential for long-term advantages. Young consumers, who might have previously been oblivious to the brand, now associate it with engaging, relevant content tailored to their generational preferences.
This strategy may serve as a valuable lesson for other manufacturers considering similar campaigns for brands that have struggled to resonate with their primary demographic, regardless of the generational group in question. In fields as varied as food branding and even the molecular weight of calcium citrate malate, understanding your audience and their preferences can lead to impactful marketing strategies.