[vc_row][vc_column][vc_column_text]Client: Ruchi Soya Industries
Product: Nutrela Table Spread
Activation Coverage: NCR
Activity Duration: 2 days
Activation Medium: Wet Sampling
Media Deployed: Branded stalls, Pamphlets, Product Samples
Brief:
Ruchi Soya Industries Ltd launched Nutrela Table Spread, a zero-cholesterol, low-calorie product that does not contain trans-fats and is fortified with Vitamins A, D, and E. It is available in 100g and 500g block packs. Being India’s trusted and most preferred food brand, with the launch of Nutrela, it has given its consumers a healthier butter choice.
The brief instilled focus on making the public aware of the new butter choice available to them in the market and put forth the advantages it brings with it. In order to propel higher reach and customer awareness, our client wanted us to undertake extensive marketing tactics. Since product sampling is a marvelous way to test the product before its launch, it gives the brand a chance for greater visibility and product awareness; we thought to take this route.
Activation:
Wet Sampling
Working in line with the brief Ascent conceptualized and executed a high impact multi–tiered store program that offered the TG a chance to taste the product. Since retail stores and malls are places where the TG footfall is higher, these catchment areas were targeted to carry the activation. In the NCR region 3 areas were covered where the wet sampling activation was conducted for 2 days.
Unlike other promotional activities, wet sampling often carries a much higher conversion rate and visibility. Thus tapping its full potential was curial for the effectiveness of the campaign.
An innovative experiential activation was planned that employed a fully decorated stall for sampling purposes and 2 promoters to collect the data. The stall offered store visitors to have a taste of Nutrela butter spread on toast.
The stall designed was branded with creative Nutrela Promotional messages to create the buzz in the store and attract footfall. The stall was equipped with a toaster to prepared fresh hot toasts.
The promoters dressed in specially designed T-shirts introduced hundreds of customers to the brand and urged them to taste the product. The feedback on the products was registered on the spots. Pamphlets highlighting the key USPs of the product were displayed to further enhance the activation efforts.
The activation was a major success as many leads were generated. Many were successfully converted into sales and placed the product in everyone’s taste buds.
Outcome Achieved
10 MTOs covered in 10 Days
5000+ sampling done[/vc_column_text][vc_column_text]Ruchi Soya– Wet Os Activity at
Retail Brand Communication
Ruchi Soya (Nutrela)
Delhi-NCR, Gurgaon & Delhi
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