Bureau, New Delhi
There is a misconception amongst many consumers that any food product which comes in a packaged form is not natural and has a lot of additives and chemicals. iD is a fresh food company which takes claims its products 100% Natural, Free of preservatives, Chemicals or any added flavors. And to become the part of the health conscious masses' healthy food list, the brand has been exploiting the OOH medium majorly to break the stereotype in the minds of people when it comes to packaged food as well as to encourage natural and healthy eating habits.
To reach the above stated objectives it was important to have a hard hitting communication and a well-integrated execution strategy, all the more for a city like Mumbai. A 360 degree media plan with specific focus on outdoor medium has been adopted which integrates with print, radio, digital and BTL activities. After capturing cities like Karnataka, the brand captured the Mumbai city with the help of Times OOH.
Commenting on this campaign, Mithun Appaiah, Vice President & Head - Sales & Marketing, India & UAE, iD Fresh Food (India) Pvt. Ltd. shared, "This is the first mainstream campaign by iD Fresh Food in the city of Mumbai. Our strategic approach for implementing this campaign was to communicate to the customers the importance of eating natural and healthy. We have taken a 360 degree media approach in Mumbai to ensure maximum reach and visibility within our target audience."
The outdoor strategy was planned keeping reach and frequency in mind. Mumbai city alone houses 22 million of population. Practically it was impossible to reach out to the entire populace through outdoor medium. Hence the campaign was coupled with print and radio advertising. With the bus shelter campaign the brand aims at reaching out to south and west of Mumbai. The Patel bridge gantry which is one of a prime and vantage property aims at targeting a minimum of 5 lakhs onlookers daily.
As per Times OOH Spokesperson, "With a strategic media approach, the OOH campaign of iD Fresh Food was planned as the brand wanted to encourage the consumption of healthy and 100% Natural food products. Thereby, in order to create a buzz and reach out to the food lovers, fitness enthusiasts and relevant TG of Mumbai, an outdoor advertising campaign was executed in various media formats."