Fun­foods launches new mar­ket­ing cam­paign

Progressive Grocer (India) - - Market Update -

Fun­foods by Dr. Oetkar has launched a new mar­ket­ing cam­paign for its in­no­va­tive new range of zero fat dress­ings with ac­tress Son­ali Ben­dre as brand am­bas­sador. The cam­paign also stars up­com­ing star Amyra Das­tur and in­tro­duces view­ers to the new range and its var­i­ous uses through dig­i­tal, print, OOH and elec­tronic me­dia. The new range of prod­ucts was launched last month on so­cial me­dia wherein pop­u­lar celebri­ties shared their first in­ter­ac­tion with the prod­uct. Keep­ing in mind key bar­ri­ers such as high calo­rie con­tent, lim­ited use of dress­ings in sal­ads and af­ford­abil­ity, the cam­paign was con­cep­tu­al­ized based on in-depth con­sumer re­search and the range’s unique prod­uct at­tributes. The ini­tia­tive has al­ready reached over 7 mil­lion view­ers and has suc­cess­fully es­tab­lished the range as ver­sa­tile and meant for health-con­scious con­sumers. Com­ment­ing on the cam­paign launch, Oliver Mirza, Man­ag­ing Di­rec­tor & CEO, Dr. Oetkar In­dia, said, “As a leader in the western sauces and spreads cat­e­gory, it is our en­deav­our to con­stantly in­no­vate and of­fer con­sumer con­ve­nient ways to cre­ate de­li­cious food. We are ex­cited to launch a mar­ket­ing cam­paign to grow the dress­ings’ cat­e­gory and are con­fi­dent that it will be­come a cat­a­lyst to re­alise Fun­foods’ vi­sion of INR 500 crore by 2020.”

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