Scarecrow says ‘Food Mein Daalo Magic’ for FunFoods

17 Dec,2015

By A Correspondent


Dr.Oetker has launchedits first ever advertising campaign for their brand FunFoodsand announced Bollywood actress and celebritymom, Sonali Bendreas the brand ambassador. Bringing to life FunFoods proposition of ‘Food Mein Daalo Magic, the TVCs 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 introducesthe magic that consumerscan add to their food with FunFoodsMayonnaise in a quick& convenient manner,inspiring them to experiment with their culinary skills every time they step in the kitchen.


Speaking about the launch, Oliver Mirza, Managing Director & CEO, Dr. Oetker India, said, “AtDr. 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 andwe 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 foodbut struggle making it at home as they do not have the rightingredients i.e. western sauces and spreads. We are confident that the 360 degree campaign will make consumers aware of these western sauces & spreads from FunFoodsthereby increasing the overall market itself.”


Conceptualized and developed by Scarecrow Communications, the advertising 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 PAN India campaign consists of three television commercials and each talk about a different Mayonnaise variant namely, Veg, Tandoori and Burger. The adcampaign will be supported by an extensive 360 degree marketing approachincluding 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.


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 sandwichinto 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”


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