Categories Name : Channel/Media Strategy

Sub-Category : Cross Media Integration

Entry Name (Campaign) : Alpenliebe Juzt Jelly - Baker's Studio

Results

Alpenliebe Juzt Jelly (AJJ) rules the category sales with Re.1 mono pack. Our objective was to increase the HVP (Re.25-100) targeting mothers using the recipe route. So while our primary consumers are kids, we targeted mothers taking the nutrition factor into account, and used the 25% fruit pulp proposition. During lockdown, we found that there was 95% increase in baking-related searches. So we created India’s first baking reality show in 2021, in partnership with “Zee Group” and launched ‘Alpenliebe Juzt Jelly - Baker’s Studio’ with AJJ as an active ingredient for recipes. Execution: 3 phases (six-month-long campaign) Phase 1 - We announced the show on TV using teasers, invited entries on microsite, and hosted on Zee 5. We received 500+ entries and shortlisted the best 15. Phase 2 - We created 6 episodes with 15 contestants (3 contestants in each), and had 1 winner per episode. We had Ranveer Brar & Amrita Raichand as judges, and launched the show on Zee TV. Additionally, created content with contestants on Zee Social. All six episodes also rested on Zee 5 for additional viewership. Phase 3 - Winners were gratified with studio set-up at their homes to create recipe video using mobile and upload it on social media. This resulted in UGC and a video repository. Result: TV - 30Mn Reach TV - 1.3Mn. Unique Reach OTT - 100Mn impressions Social Media - 14Mn Reach 19% increase in consideration of HVP in Q4’21 17% of consumers use AJJ as a recipe ingredient