New Delhi: Fun Foods by Dr. Oetker has launched a marketing campaign for its innovative new range of Zer0Fat Dressings with brand ambassador Sonali Bendre and upcoming star 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.
Commenting on the marketing campaign launch, Oliver Mirza, Managing Director & CEO, Dr. Oetker India, said, “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 INR 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 conceptualized basis an in-depth consumer research, keeping in mind the key barriers such as high fat & 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!
Commenting on the launch, Devarshy R. Ganguly, Vice President- Marketing, Dr. Oetker India said, “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. We believe that the campaign works hard to recruit new consumers to the category as it has been designed to bust consumer barriers and establish the key product attribute – Zer0Fat.”