The online brand in fresh fish and meat e-commerce, FreshToHome has kickstarted a 360-degree campaign which includes a main film featuring actor Nauheed Cyrusi as the lead to promote its clean label ‘Ready-To-Fry’ (RTF) meat snacks.
The 360-degree campaign includes a main film, in addition to product films on digital, and influencer videos on social media. The campaign has been conceptualised by creative agency Action and Co.
The RTF range of Signature Snacks consists of 8 chicken-based snacks made with prime cut meats and real, familiar ingredients, and 2 vegetarian options.
Shan Kadavil, Founder, FreshToHome, said, “We are proud and excited to introduce on our platform India’s first clean label Ready-To-Fry meat-based snacks, catering to the ‘choti bhook’ and munching needs of our consumers. Since the RTF category is a huge opportunity, we wanted to launch snacking options that are differentiated from the market. And the best approach was to launch a range which embodied the FreshToHome promise of #nochemicals, #nopreservatives and #noshortcuts while delivering a superior taste experience. It is our commitment to give our consumers a clean label product sans E numbers without compromising on quality and taste unlike most snacking brands having E numbers (denotes food additives) displayed inconspicuously at the back of the packaging.”
Viduthalai Marudachalam, Founder, Action and Co., said, “Ready To Fry category in itself, is intensely competitive. So, to ensure a clutter breaking conversation, we had to curate a thought, that's not only fresh but would also bring out the nascent truth of the product. That's when the idea of 'fresh crunch' was born. A unique audio first beat that substantiates the sound of a fresh bite! This seamlessly allowed us to integrate the product truth of a clean label with no preservatives. It's a fun way to encourage healthy snacking. Overall, it's peppy, sticks to our mind and serves the purpose.”