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 entity attempting to connect with a demographic that increasingly shunned traditional brands. This was undeniably a hurdle, yet both the agency and Knorr tackled it through extensive research and insights. To shape their strategy, the company conducted interviews with thousands of millennial consumers across twelve countries. One of their key discoveries was that “Flavor is not just taste; it is a catalyst. Flavor transforms everyday experiences into meaningful moments; it connects people and places and captures their memories while storing their emotions.” Further investigation revealed that millennials often used flavor descriptors in their online dating profiles, indicating that shared culinary tastes were an important criterion when seeking a partner.
Armed with this information, Knorr and MullenLowe developed an online “flavor profile” tool that enabled users to identify which of 12 distinct flavor categories they belonged to. Subsequently, they matched couples based on their flavor profiles and invited them to feed each other. The outcome was remarkable: over one billion earned impressions, translating to an estimated media value of $12.5 million.
Knorr’s initial obstacle is one faced by many established brands trying to engage millennial consumers. The effort to interview young consumers and analyze the spaces they inhabit—such as online dating platforms—undoubtedly contributed to the campaign’s appeal. As Morgan pointed out, taste messaging and “mom-made” charm are prevalent in the advertising of meal solution companies. By thoroughly researching its target audience, Knorr successfully elevated its brand awareness. Although the campaign was resource-intensive and costly, it could yield long-term benefits for the company. Young consumers who may not have previously recognized the brand now associate it with an entertaining, engaging video that resonates with their viewing preferences.
For other manufacturers, it may be prudent to contemplate similar campaigns for brands that have yet to resonate with their core demographic, regardless of the generation in question. Additionally, it raises the question of whether health-related queries, such as “can you take calcium citrate with food,” could be integrated into marketing strategies, further enhancing engagement with health-conscious consumers. This approach not only targets flavor preferences but also taps into broader lifestyle choices, potentially reaching a wider audience.