Dr. Oetker boosts mayonnaise towards a 1000cr category:Launches a new TVC

Dr. Oetker, a leading purveyor of western cuisine in India,launcheda newTVC under Food Mein Daalo Magic campaign for its sub-brand FunFoods. The TVC educates consumers about the versatility of mayonnaise and highlights it in a delectable new avatarto create a creamy sauce for macaroni dish to make it saucier and creamier. Brand Ambassador&modern womanSonaliBendrewill be seencreating a creamy sauce with FunFoods Veg mayonnaise. The ad campaign brings alive the brand’s philosophy of creating joys of western food within the comfort of one’s own home by making food that is fun and tasty making it exciting for the entire family to consume.

Speaking about the launch, Mr. Oliver Mirza, Managing Director&CEO, Dr. Oetker India, said, “Mayonnaise has been a star performer for us in our bouquet of pleasure food range in the last calendar year. Our first ever ad campaign on Mayonnaise which was launched 16 months ago helped us in achieving over 100% growth in mayonnaise. Through thenew TVC, our focus is to educate consumers further on the versatility of mayonnaise. In the new TVC, we will show consumers how to makeacreamy white sauceat home.The new TVC will accompany our existing ‘Sandwich TVC’and will be live on all major channels. We aim to continue our success and grow mayonnaise into a 1000 cr. categoryin India by 2020.”

Commenting on the occasion, SonaliBendre said, “I am excited to carry on my association with Dr. Oetker. FunFoods by Dr. Oetker as a brand understands the requirement of today’s homemakers and provides a culinary solution through its extensive product range. FunFoods Veg mayonnaise is a personal favourite at my home asmy son absolutely loves the creamy white sauce made from mayonnaise which I learned during the shoot for the TVC.”

ThePAN India campaign will be supported bya holistic marketing approachincluding TV, digital and social media engagement. Consumer outreach shall include educationthrough recipe brochures, recipe videos on both TV as well as YouTube,on-ground activation through retail exhibitions and regional integration.

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