A lot has been said about the 'art of cooking', but Mumbai-based Nilgai Foods brings to fame the tools of the trade - the ingredients. The company has rolled out a digital-only campaign, #ClearTheFridge, for its gourmet brand Pico, which includes products across categories such as sauces, dips, dressings and jams.
Akali believes that it is a better strategy to make the product play an important role in consumers' lives. On the digital platform, brands can ask consumers for their time only in return for some value/interesting content. Also, taking into account the way the medium and content function, he points out, "For such campaigns to be effective, one has to provide a lot of content, that too consistently. This also helps in achieving economies of scale."
The videos, Akali shares, have been created at one-tenth the cost of a TVC and were shot in-house by Huzefa Roowala, director, content and creative - What's Your Problem. The campaign's Twitter launch is being extended to Facebook and Instagram. The brand has also roped in food bloggers for promotions, and engagement is being driven through a contest where foodies are being encouraged to come up with their own leftover food hacks and share them with Pico India.
Impressed with the simple execution, he adds, "The content is digital friendly and stimulates the user to give it a shot. If you are talking to the twitter generation you should be able to communicate in 140 characters or 30 seconds. The videos are a perfect example of that."
Raj also finds '#ClearTheFridge' a smart positioning for Pico, where instead of talking about itself, the brand talks of a problem that most people face, and also offers them a solution to it. "The right content is in place, how they deploy it will define the rest of the campaign," he opines.
Holding a slightly different opinion is Sameer Aasht, founder-director, Alma Mater Biz Solutions, and former strategy head, Taproot India. Although he thinks that going digital is a good decision for the brand, for consumers to appreciate the intent and be able to comprehend the re-positioning, it needs to be a "lot more in sync with cultural and category codes".
"Mass India prefers fresh warm food and is not likely to switch to recycling, which will largely remain an urban phenomenon among youth / DINKs. Even for such niche audience to appreciate the role of a taste enhancer, the brand needs to work harder on infusing significant cues of appetite," says Aasht adding that while the intentions are good, the quality of execution, targeting, storytelling, and entertainment quotient could have been better. "The best cooking shows and the best chefs are not just about good food, but also about good entertainment," he states.
According to Aasht, the films also lack a distinct call-to-action and transformation through the sauces/products.