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FunFoods by Dr. Oetker asks consumers to enjoy delicious food guilt-free the Zer0Fat way

The new product range has kept in mind key barriers such as high fat, calorie content, limited use in salads and affordability. The word ‘salad’ is omitted from ‘dressings’ to show the product is not just for salads but more. The campaign is conceptualised by Scarecrow M&C Saatchi

Click on the image to watch the TVC.

FunFoods by Dr. Oetker has launched a marketing campaign for its new range of Zer0Fat Dressings with brand ambassador Sonali Bendre and upcoming star Amyra Dastur.  

The 360-degree campaign introduces viewers to the new range and informs them about the various usages through digital, print, OOH, point-of-sale and TV.

Oliver Mirza, Managing Director & CEO, Dr. Oetker India, said, “As a leader in the western sauces and spreads category, it is our endeavour to constantly innovate and offer consumers convenient ways to create yummy food. The new range of dressings delivers exactly that with an added benefit of being Zer0Fat. We are excited to launch a marketing campaign to grow the dressings’ category, which motivates consumers to enjoy delicious food, guilt-free. We are confident the campaign will attract new users into the category and become a catalyst to realise FunFoods’ vision of Rs 500 crore by 2020.”

The new range of Zer0Fat Dressings was launched through a unique influencer campaign on social media where Bollywood divas and celebrity chefs shared their first interaction with the product. The campaign has already reached over 7 million viewers.

The new product range and the campaign have been conceptualised on the basis of an in-depth consumer research, keeping in mind the key barriers such as high fat and calorie content, limited use in salads and affordability. The campaign suitably addresses these concerns, by highlighting key product attributes of Zer0Fat, low on calories and value for money. The omission of the word ‘salad’ from ‘dressings’ is deliberate, with an intent to showcase versatility of the product and to convey to the consumers that the product is not just for salads, but much more.

Devarshy R. Ganguly, Vice-President, Marketing, Dr. Oetker India, said, “We are excited to launch a 360-degree marketing campaign that attempts to connect and engage with consumers across multiple touch points like digital, TV, print, OOH and point-of-sale. The campaign is led by a new TV spot that attempts to hook consumers by showcasing lightness and taste through a playful story between Sonali and her on screen sis-in-law Amyra. We believe that the campaign works hard to recruit new consumers to the category as it has been designed to bust consumer barriers and establish the key product attribute Zer0Fat.”

The film opens with Sonali Bendre, who is shown creating delicious dishes using FunFoods Zer0Fat Dressing. As soon as she pours the dressing, the dishes rise and float in the air, highlighting its lightness. Amyra walks in at this time, returning from her workout session at the gym. She greets Sonali “Hi Bhabhi” and instantly her attention shifts to the delicious looking dishes, which are kept on the table. She exclaims, “Oohh!” as she picks up the Zer0Fat Dressing and excitedly says “Wow, Fat mein zero”. Sonali then completes Amyra’s sentence with “Aur taste mein hero” while making Amyra taste a spoonful of salad that she prepared. The TVC ends with the range shot of 10 Zer0Fat Dressings floating in the air.

Raghu Bhat

Raghu Bhat, Founder Director, Scarecrow M&C Saatchi, said, “As consumers are constantly evolving and looking for culinary adventures, it becomes important for brands to engage with them and offer innovative ways to enjoy delicious food. With this insight, FunFoods by Dr. Oetker has come up with a fantastic new range of Zer0Fat Dressings and we are happy to work with them in creating a new brand campaign. We have taken key successful elements from our earlier campaigns for mayonnaise and extended it to this new campaign. It is high on appetite appeal, chemistry and also has a memorable visual idea, which invites consumers to pick up the product from shelves and inspires them to add magic to everyday food.”

The TVC:

Credits:

Brand: FunFoods by Dr. Oetker

Film: FunFoods by Dr. Oetker Zer0Fat Dressings

Duration: 20 seconds

Agency: Scarecrow M&C Saatchi

Director: Pinaki Bose

Production House: Light Bulb Motion Pictures

Executive Producer: Pagarav Patel

Marketing Producer: Binal Valand

Production House: Light Bulb Motion Pictures

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