Dr Oetker launches first campaign 'Food Mein Daalo Magic' for FunFoods
Conceptualized Scarecrow Communications, the three TVCs feature Bollywood actress Sonali Bendre as brand ambassador and aim to expand the category of western sauces and spreads
Dr Oetker launches first campaign 'Food Mein Daalo Magic' for FunFoods
Conceptualized Scarecrow Communications, the three TVCs feature Bollywood actress Sonali Bendre as brand ambassador and aim to expand the category of western sauces and spreads
BestMediaInfo Bureau | Mumbai | December 18, 2015
Click on the image to watch the TVC.
Dr Oetker, a player in western cuisine, has just launched its first ever advertising campaign for their brand FunFoods and announced Bollywood actress and celebrity mom, Sonali Bendre, as the brand ambassador.
Bringing to life FunFoods' proposition of 'Food Mein Daalo Magic', the TVCs, conceptualized and developed by Scarecrow Communications, bring alive the brand's philosophy of adding 'fun and taste' to daily menu options, making it exciting for the entire family to consume. The ad campaign introduces the magic that consumers can add to their food with FunFoods Mayonnaise in a quick and convenient manner, inspiring them to experiment with their culinary skills every time they step in the kitchen.
Oliver Mirza, Managing Director & CEO, Dr Oetker India, said, “At Dr Oetker, it is our constant endeavour to introduce western flavours and cuisines to consumers across the country. We are thrilled to announce Sonali Bendre as brand ambassador for FunFoods and launch the first ever ad campaign 'Food Mein Daalo Magic'. Sonali is a perfect fit for the brand as she epitomizes our brand ethos and we believe that the consumers will relate with her as she is a new-age mother and also a career oriented woman. She understands the lack of quick appetizing food choices in daily life and knows that these are common across households in India. With our foray into advertising, we aim to enlarge the consumer base to include those who enjoy western taste in their food but struggle making it at home as they do not have the right ingredients, i.e., western sauces and spreads. We are confident that the 360 degree campaign will make consumers aware of these western sauces and spreads from FunFoods.”
The campaign demonstrates the brand's uniqueness in driving an emotional connect with today's new age-women, smart mothers, homemakers and working professionals who are constantly struggling to motivate their kids and families to eat homemade food. The ad campaign addresses the daily dilemma of “how to make everyday food tasty?”
The national campaign, starting December 18, 2015, consists of three television commercials and each talks about a different mayonnaise variant, namely, Veg, Tandoori and Burger. The campaign will be supported by extensive 360 degree marketing including OOH, digital, print and social media engagement. Consumer outreach shall include usage awareness through recipe brochures, recipes videos both on TV as well as YouTube and on-ground activation through consumer exhibitions.
The TVCs are set in a modern household kitchen. The plot revolves around a mother who is struggling to create delicious, mouth-watering dishes for her family. She is in utmost confusion and despair when three international chefs in their own signature style and peppy jingles reveal their secret ingredient which is FunFoods Mayonnaise. The idea is to show how mayonnaise can be used to add magic to breakfast, lunch and snack time dishes. The ad captures how the chefs take Sonali through the transformation journey with FunFoods Mayonnaise to help her satiate the taste buds of her family.
Arunava (Joy) Sengupta, Founder Director, Scarecrow Communications, said, “It was an exciting brief for FunFoods' first ever campaign. The challenge was to make mayonnaise not only an integral part of our daily food habit but also to highlight the huge potential it offers to today's woman in whip up exciting food for her family every day. We used the creative device of various foreign chefs appearing in the kitchen to share their secret ingredient, i.e., FunFoods Mayonnaise, with the mother to help her transform the normal burger, roti and sandwich into something magical. Sonali Bendre was strategically chosen as the brand ambassador as she represents the contemporary woman and will help the brand cut through the clutter.”
The first TVC features Sonali Bendre struggling with a boring sandwich that no one in her family is keen to eat. Her predicament is to make the sandwich taste delicious and irresistible but is unaware how to make it taste magical. The Spanish chef appears and introduces her to his secret ingredient – Veg Mayo. The chef takes Sonali through the transformation of a regular sandwich into a juicy and succulent 'Sandwicheto'. The TVC ends with Sonali being in a state of bliss as her kids are so much enticed by the tasty 'Sandwicheto' that they grab it from the tiffin box and eat it then and there.
Commenting on the occasion, Sonali Bendre said, “I feel elated to be part of the
Dr Oetker family as I am a regular user of FunFoods Mayonnaise and their other sauces and spreads. My fridge is always stocked up with FunFoods range of products as it helps me create yummy and delicious food quickly at the convenience of my home. My family, especially my son, always asks me to make delicious and mouth-watering dishes using FunFoods Mayonnaise. While I have always been passionate about cooking, I discovered a new passion to experiment with food on the set while shooting for the ad films. I look forward to work on more such campaigns with FunFoods for their other sauces and spreads in the future.”
In the second ad Sonali is seen struggling to add zing to a normal burger when suddenly a French chef appears in the kitchen and introduces her to another interesting FunFoods Mayonnaise variant – Burger Mayo. The completely transformed burger, oozing with mayonnaise is termed as 'Le Burgerette'. Sonali serves the sumptuous burger to her family as an evening snack which is relished by all. The chef by now has disappeared leaving behind his secret ingredient, the Burger Mayonnaise, for Sonali and her family to enjoy.
The third ad adopts the same plot as the previous two TVCs where Sonali is seen struggling to turn on the appetite appeal of regular roti. This time an Italian chef appears in Sonali's kitchen introducing her to Tandoori Mayonnaise. Sonali uses this magical mayo from FunFoods to bind all the veggies together, thereby making a delectable filling for the innovative 'Rotiliano' wrap – a relishing and scrumptious weekend brunch option for her family which is thoroughly enjoyed by them. The Italian chef disappears leaving behind his secret weapon the Tandoori Mayo for Sonali to add magic to the regular dishes.
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