Market share of Kissan (Tomato Ketchup + Jams) was stagnating. Consumers perceived the category to be limited in usage. Ketchup was seen just as an accompaniment to snacks, (sandwiches, fries) and jams as a sandwich spread.
We had to drive both penetration and consumption so as to improve market share
To grow market share, driving penetration was our task.
Current perception is that for ‘Indian’ snacks, there are many types of chutneys and pickles that are better suited than ketchup. So, the brand had the added challenge of making Ketchup usage more inclusive i.e. applicable to all cuisines. Jams, on the other hand, had to break out of the mould of being just a sandwich spread.
Kissan targets mothers with young kids. Mothers do not favor frequent consumption of these products as they are perceived to be full of preservatives. Kissan promises a delicious and nutritious tomato ketchup and jam as it is made up of 100% real ingredients. (Other ketchup brands use a mix of pumpkin and tomato). This has helped the brand build its credentials on nutrition.
We all know that kids are fussy eaters and moms have to face many tantrums at the dining table. However, the bigger pain point and everyday challenge was in deciding what to give her child in the tiffin box for school. If her child doesn’t like the food, it is wasted or given away to other kids, which directly impacts her role as a parent. An empty tiffin box means that her child has eaten well and can face the everyday challenges at school.
Deciding on what to give her child every day in the tiffin box causes great angst for the mother
There are approximately 200 school days in a year, so we gave her 200 tiffin recipes. Each recipe made Kissan Tomato Ketchup or Jam the HERO
We launched Kissan Tiffin Timetable, a digital platform that hosted these 200 recipes in a video format. By providing simple and easy to make recipes the brand created a ‘time table’ which was of relevance to the new user as well as the current ‘light’ user.
Key elements of strategy -
- Recipe Creation: The recipes were created by 10 of the most respected chefs in India. These recipes kept in mind the nutrition required by mothers as well as the taste and flavor that the kids were keen on. The recipes were simple to make using everyday ingredients and suited all budgets
- Cuisines: The focus was on Indian foods from all the states. (Each state in India has its own distinctive cuisine). We also ensured that we had lots of recipes covering other cuisines so that we covered everyone’s tastes and preferences
- Partnership: This program was in collaboration with the ‘Indian Food Network (IFN)’, India’s premier Food Aggregator. Along with content creation capabilities, the network boasted of an entire ecosystem of chefs and food bloggers who would together promote the platform and give credibility to the campaign
- Platform Hosting: A microsite was created on the India Food Network website for hosting the Kissan Kitchen Timetable recipes. This was done to take advantage of the already established network and their large number of followers. www.indiafoodnetwork.in/kissantiffintimetable
- Distribution: All the video assets were made mobile friendly and rested on all the assets of the brand and IFN. The recipes could also be shared via WhatsApp so that reach could be maximized
Roll- out Schedule: Every Friday, 5 recipes went live. This ensured that mums had the weekend to choose the recipes and buy the necessary ingredients. (Shopping is mainly done on the weekend.) Each week a new chef was featured.
Site Stickiness: To ensure repeated visits, cooking tips and trivia were added to make the cooking process more enjoyable. Information on our Celebrity Chefs also attracted many views. Moms could also share their tiffin tales and recipes to help others along the way
Innovations: In the week of Children’s Day, 5 special videos were created featuring the Chef’s children. The kids spoke of what they liked in their Tiffin. Other such innovations are being planned
Content Distribution: To maximize reach, the videos were promoted on the Brand/IFN’s social assets. All the celebrity Chefs very willingly promoted them on their social assets. For the first 10 weeks, the Chefs conducting a Facebook live on their personal Facebook pages thereby reaching millions.
Packaging: Every label on the bottle and jar of Kissan had KTT and the platform details clearly printed
Tracking & Monitoring: Given the longevity of the campaign, we constantly tracked consumer interactions. We were able to gauge the food trends and suggested improvements to the campaign. For example, we knew that more emphasis had to be given to vegetarian dishes and that other than Indian, Chinese food attracted the most viewership. All this helped in increasing consumer engagement and relevance of the overall campaign