We understand that our customers are cognizant of wellness as a concept and the fact that we are what we eat. Healthy Alternatives is aimed at this discerning customer who wants to make good food choices across categories.
The core objective of this campaign was to increase awareness about our range, build a consumer habit to adopt a healthier lifestyle & drives sale through key communication that places more focus on a healthy diet.
To balance today’s bad-for-you-lifestyle, what you need is good-for-you-food. That’s why Nature’s Basket created Healthy Alternatives from the purest natural ingredients, to help you feel energized and healthy. Since there was a need to create a healthy habit amongst our High Awareness Customers, who better to launch the brand than Twinkle Khanna with everyone in her family obsessing over fitness. The idea was to show to consumers how they can switch out unhealthy food with healthy yet tasty food.
We built awareness about the new range of products along with its benefits using several mediums including social media, TV, print & radio to ensure top of the funnel marketing along with a prominent face – Twinkle Khanna whose quirky personality helped to spread the word in a fun manner. We created 2 videos that were disseminated through the following mediums: Facebook, YouTube, Content Aggregators, Twitter and Bloggers/Influencers. Along with this, we also targeted our audience with recipe videos, contests & other benefits from our range.