BC Web Wise, the digital agency working on the brand’s digital activities, called for entries from people across seven unique categories as part of the contest
BestMediaInfo Bureau | Mumbai | January 28, 2015
Mother’s Recipe, in a contest created by BC Web Wise, engaged with foodies on the Facebook platform.
Titled ‘Infamous Foodies’, the contest was initiated in December 2014 and called for entries for seven unique categories namely the Bhukkad, the Cakeggitarian, the Vegetarian Outcast, the Veg-Non veg Juggler, the Bechaara, the Regularly Exotic and the Health Freak. The contest was kick-started by promoting each type of Foodie through promoted posts to spread awareness of their characteristics. As there are different categories of infamous foodies, participants were asked share which category they and their friends fall under and why.
On the digital activity, Falgun Bhatt, AGM Marketing, Mother’s Recipe, said, “It’s a simple idea based on a powerful insight. We’re constantly focusing on getting the content right for our audience online and this hit bulls eye for sure”
Commenting on the contest, Nicole Braganza, Associate Creative Director, BC Web Wise, said, “I think the idea resonated well with our audience on Facebook because everyone has an infamous foodie in their friend circle that they immediately thought of when they saw the campaign.”
The nominated infamous foodies of 2014, totaling to around 60 entries, would be judged by the Mother’s Recipe Jury and depending on various parameters; the winners would be a part of an A list infamous foodies and would be awarded.
Noting that though the contest began as a pure digital activity, Braganza, pointed out, “Now we are realizing that its impact has reached beyond the online space. We are coming across discussions not only online but also in the form of word of mouth.”
When asked about the probability of bringing back the contest, she added, “This was a contest that was held at the end of the year to celebrate the different kinds of foodies that we encountered throughout the year. Seeing its success we may bring it back as a yearly property but there is nothing decided on it as yet.”