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ITC Sunfeast engages audience at McDonald's

19, June, 2014

Aarti Chhabra, New Delhi

A number of snacks and confectionaries are a part of our daily life. Biscuits are one most important snack on which we bank upon every time at every age. Be it work breaks, hunger pangs between meals, a craving short and quick snack or a savior during travel when you don't want to upset your stomach by eating unpacked unhealthy food, a pack of biscuits always comes for a rescue. Sunfeast is a well known, famous and mush reputed brand for biscuits, which is backed and comes under the huge umbrella of much known and reputed brand ITC. Sunfeast offers a vast range of biscuits to match our requirements on different occasions on a daily basis. Sunfeast biscuits are liked by everybody be it a child, adult or old aged people. Every body cherishes the amazing taste and flavor of Sunfeast biscuits. Sunfeast Dream cream is a premium offering by the company. Sunfeast Dream cream Strawberry vanilla is the rich strawberry vanilla biscuits. It has crunchy buiscuits outside and a delicious strawberry and vanilla flavoured creamy layer inside. These biscuits are created using carefully chosen premium ingredients for a sensory experience unlike any other. Sunfeast Dream cream is more than a biscuit, it's a luxurious mix of aromatic strawberry and vanilla.

The target audience is kids and the brand is all about double fun and innovation. ITC Sunfeast gave NXP Media the objective to engage its audience, ie, kids between 4 and 14 years of age.

ITC wanted to create brand recall with a distinct wow element. While the brand engages with kids via their school contact programme, however the challenge was to reach them with a difference. Aligning with the brief NXP media put together a multiple connect activity at Mc Donald's - a fast food restaurant that children of the aimed target audience often visit. The aim was to connect with the kids at various points during their visit to Mc Donald's. All communication was kids centric and sampling was the key. Mc Donald's in known for its Happy Meals especially catering to kids in that age group. NXP Media found that as a perfect opportunity to sample ITC's products to kids of that age group. The result - even happier kids and a successful campaign.

When a new variant of biscuit is launched, there is no better way to get the target audience to purchase the biscuit other than sampling. Customers are not usually adventurous when it comes to trying out new things especially when it comes to food habits. It takes sampling to create a need, and consequently a purchase.

The activity involved sampling with each invoice, promoted via tent cards, and counter top standees. It was a national activity executed across 125 stores where a mix of three variants of Dream Cream biscuits were sampled. The outcome - 30 lac unique customers savoured the biscuits with an approximate reach of 1.2 crore eyeballs. And of course, a number of converted customers as well.

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