Summary
It was the Biggest & the Best Digital Initiative, ever done by Britannia with VTR & CTRs at 200-250% of any previous campaign. In the avalanche of passive recipes being forced on consumers by sundry brands across categories, Britannia Cheese Starchef presented a clutter-breaking entertaining way of teaching recipes.
Challenge
The business objective was twofold: 1. Retain the consumers who have sampled the product during the lockdown time of heightened demand through communicating a superior taste proposition. 2. Enable Britannia Cheese to strengthen its imagery as a premium offering, given it retails at a 30% premium to Amul.
Objective
- Increase TOM: Build in loyalty for Britannia Cheese by increasing TOM & rooting itself in the hearts of consumers. - Drive consideration: among competition users (Amul Cheese) through a promise of superior taste, restaurant-styled dishes made simply at home - Build imagery: for Britannia Cheese that it helps in cooking interesting yet easy dishes that make you feel like a "Star in the Kitchen"
Strategy
a) FOODTAINMENT CONCEPT: We amalgamated the 2 passion points of target audience, cooking & entertainment. By marrying Bollywood to a recipe show, we were sure that we were not only going to break the clutter in the avalanche of recipe videos but also drive up engagement. b) CONTINUOUS STREAM OF SNACKABLE CONTENT: Day-wise engaging content was planned to keep consumers engaged throughout the week for a 3-month period! c) Partnership with IFN: We wanted impeccable production value ensuring optimal deployment of budgets during this restricted time. To achieve this, we entered into a partnership with IFN (India Food Network) who not only managed the talent at limited resources but also ensured strong production value. d) Real-Time Cooking: All the 12 episodes were shot with a real-time instructions flowing from the Masterchef winner Shipra Khanna to Saif Ali Khan who was preparing the dishes on the spot. e) All the key assets were linked to a robust online purchase mechanism to boost on-point purchase & convenience for the audience. Tie-up with the biggest grocery platform – BigBasket was ensured throughout the campaign promotion.
Data
The strategy was based on two observations about homebound and bored consumers during the lockdown. Chatter on social indicated that people were missing their favourite Bollywood stars as no movies were releasing during the lockdown time and the trend of OTT first movie releases had not set in yet. The second observation was the rise of home cooking. To keep themselves entertained and engaged while being homebound, people turned to their kitchen in their non-screen moments. As people spent more hours in the kitchen, there was a spurt of confidence in them which resulted in the rise of search volumes for more complex, innovative recipes. We married these two observations to arrive at the strategy ‘Bollywood in your Kitchen'.
Solution
We created Britannia Cheese StarChef is a unique 12-episode programme that amalgamates two passion points of our target audience, cooking and entertainment, thereby creating a foodtainment series with cheese as the hero ingredient. This is the largest-ever digital and content initiative for Britannia Cheese with leading Bollywood celebrity Saif Ali Khan and MasterChef India winner Shipra Khanna. The show was promoted across TV, digital and social media channels. The show also invited the audience to share in their cheesy recipes - and the best recipe would feature in the show along with the celebrity, giving the audience an opportunity to share the spotlight too!
Results
- SALES UPLIFT: The Campaign helped us to achieve a YOY growth of 30% for Britannia Cheese. - ECOMM UPLIFT: The strong tie-up of campaign assets with online purchase portals helped us achieve a whopping +300% YOY growth in Ecomm channel. - Creative Reach & Branded Creative Reach: Creative Reach of 70% vs 46% for Competition Average & Branded Creative Reach (Amongst those Exposed to Ad) was 53% Vs 28% for Competition Average - Consideration for the Purchase of Britannia Cheese within Amul Consumers exposed to the Campaign saw a significant lift (86% for those exposed versus 76% for those not seen the ad) - Top of Mind (TOM) for Britannia was 22% for those who saw the Ad versus 7% not exposed to the Ad. - TOM + SPONT for Britannia was 78% for those who saw the Ad versus 43% not exposed to the Ad
