Vadilal searches for an activation agency for its frozen snacks business

By Shibani Gharat , afaqs!, Mumbai | In OOH News | September 28, 2011
This week, Vadilal Industries announced the expansion of its frozen food segment to the northern and southern regions of the country.

Ice-cream manufacturer Vadilal Industries will start looking out for an activation agency for its frozen food brands, Quick Treat and Garden Fresh. The company recently announced expansion of its frozen snacks segment to the northern and southern regions of the country.

To spread awareness about its offering in the new markets, the company will explore several kinds of BTL activities. "We will begin with unique POPs and in-store activities in order to encourage purchase of our brands," says Rajesh Gandhi, managing director, Vadilal Industries.

He also spoke about the possibility of exploring the print media at a later stage. "We also want to carry out wet sampling of the products in various stores, in order to demonstrate how to cook the products," adds Gandhi. Estimated spends on promoting the frozen food offering would be more than Rs 1 crore.

The company intends to target bachelors and working couples in the age group of 20-35 years.

Recently, Vadilal had come up with a 'Buy one get one free' offer for its ice-creams. This offer will be extended to its frozen snacks products, too.

Triton Communication currently manages the creative mandate for Vadilal ice-creams.

Due to constraints in availability of cold storage logistics, Quick Treat and Garden Fresh were available only in the states of Gujarat, Maharashtra and Rajasthan, at outlets of retail chains like Reliance, Food Bazar, Hypercity, D Mart, Star Bazaar and others. Over the next few months, the company will expand its reach to Delhi in the North, and Bengaluru in the South, as the company considers these two regions as big markets for frozen food.

"We also aim to expand our presence to states such as Uttar Pradesh, Haryana and Punjab," says Gandhi.

The company has also been exporting its ready-to-eat frozen food in markets such as the US, Europe and Australia.

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