MUMBAI: FunFoods by Dr. Oetker has launched a marketing campaign for its innovative new range of Zer0Fat Dressings with brand ambassador Sonali Bendre and upcoming actor Amyra Dastur.
The 360-degree campaign will introduce viewers to the new range and inform them about the various usages through digital, print, OOH, point-of-sale and TV.
Dr. Oetker India managing director and CEO Oliver Mirza says, “As a leader in western sauces & spreads category, it is our endeavour to constantly innovate and offer consumers convenient ways to create yummy food. The new range of dressings delivers exactly that with an added benefit of being Zer0Fat. We are excited to launch a marketing campaign to grow the dressings category, which motivates consumers to enjoy delicious food, guilt-free. We are confident that the campaign will attract new users into the category and become a catalyst to realise FunFoods’ vision of Rs 500 crore by 2020.”
The new range of Zer0Fat Dressings was launched earlier this month through a unique influencer campaign on social media where Bollywood divas and celebrity chefs shared their first interaction with the product. The campaign has already reached over 7 million viewers.
The new product range and the campaign have been conceptualised basis an in-depth consumer research, keeping in mind the key barriers such as high fat and calorie content, limited use in salads and affordability. The campaign suitably addresses these concerns, by highlighting key product attributes of Zer0Fat, low on calories and value for money. The omission of the word ‘salad’ from ‘dressings’ is deliberate, with an intent to showcase versatility of the product and to convey to the consumers that the product is not just for salads, but much more!
Dr. Oetker India vice president for marketing Devarshy R Ganguly adds, “We are excited to launch a 360 degree marketing campaign which attempts to connect and engage with consumers across multiple touch points like digital, TV, print, OOH and point-of-sale. The campaign is led by a new TV spot that attempts to hook consumers by showcasing lightness and taste through a playful story between Sonali and her on screen sis-in-law Amyra.”
Speaking on the concept of the TVC, Scarecrow M&C Saatchi founder director Raghu Bhat mentions, “As consumers are constantly evolving and looking for culinary adventures, it becomes important for brands to engage with them and offer innovative ways to enjoy delicious food. With this insight, FunFoods by Dr. Oetker has come up with a fantastic new range of Zer0Fat Dressings and we are happy work with them in creating a new brand campaign. We have taken key successful elements from our earlier campaigns for mayonnaise and extended it to this new campaign. It is high on appetite appeal, chemistry and also has a memorable visual idea which invites consumers to pick up the product from shelves and inspires them to add magic to everyday food.”
The new campaign is an extension of FunFoods’ ‘Food Mein Dalo Magic’ campaign, which encourages consumers to make everyday food magical.
