Bonn Group, a FMCG player and bakery brand in India, has recently launched a social media campaign with the tagline “Bonn Chef” to motivate people to experiment with new bread-based recipes at their homes, and these would be prepared by Master Chef Ashish Singh and Corporate Chef Nishant Choubey.
In conversation with Medianews4u, Amrinder Singh, Director, Bonn Group of Industries, spoke about the campaign’s objectives, the growth of the packaged food industry, marketing strategies, and more.
Excerpts:
Speaking about the objectives behind the recently launched social media campaign called the Bonn Chef Campaign, Amrinder said, “We want to motivate people to experiment with new bread-based recipes in their homes. Usually, we stick to preparing toasts and sandwiches, which may get boring sometimes, so we want people to try these innovative recipes prepared by Master Chef Ashish Singh and Corporate Chef Nishant Choubey. Our social media campaign is also aimed at establishing better and organic connections with our customers.”
The brand has been associated with Master Chef Ashish Singh and Nishant Chaubey. Talking about how the association, he said, “Both the chefs are very talented and have endorsed our brand through their culinary skills. The Cheesecake Shahi Tukda recipe by Master Chef Ashish using our multigrain bread has received an inspiring response. Bonn is a big name today in the bakery segment, and these chefs are also well known for their skills and expertise. So, this is a valuable partnership, and they have absorbed what we want to convey to our consumers very well. Both the chefs have become respected voices for our brand, and they have the potential to inspire the viewers (or consumers) to try these recipes using our quality products.”
The COVID-19 pandemic has fueled the growth of packaged food, and India has a huge domestic market is one of the fastest-growing economies and sourcing hubs for agricultural products. The industry is expected to expand at a compound annual growth rate (CAGR) of 11.5% up to the financial year 2023 to touch a value of Rs. 15,971.9 billion. Apart from the fast-paced life, the easy availability of packaged food in Covid-induced lockdowns has also fueled the packaged food industry’s growth, observes Amrinder.
Speaking about the significant trends shaping up in the FMCG sector in terms of product portfolio and marketing of late, Amrinder said, “The FMCG growth was hurt contracted when the COVID-19 pandemic hit around a year ago. The year 2020 was a challenging year for most Asian markets, and India bore the brunt. However, online shopping and digital marketing of FMCG products have emerged as some of the significant trends shaping the sector lately. The growth of packaged food and staples has seen a rise in the same period. As per a Nielsen Corporation report, five key trends that will shape the market this year have been identified as convenience, homebound, alternative, natural and blends.”
“Apart from such social media campaigns, we are also trying to use print and electronic media, as we were using before the pandemic. However, our primary focus will be on the digital route. In terms of ad spends, we have been trying to touch the pre-pandemic levels to boost our sales considering the upcoming festive season,” while speaking about the marketing initiative of the brand.
Amrinder is very optimistic about this festive season as markets are gradually opening after a long and challenging COVID phase.
“We expect an excellent sales response for our newly launched products that are tasty as well as healthy. We introduced several new products in our Bonn and Americana ranges to boost our consumers’ health and immunity during the pandemic. We are continuing this trend in the festive season as well, considering a highly anticipated third wave. Apart from that, we plan to bring our products to the market in festive packaging or kits,” he added.
Bonn Group is planning a 360-degree integrated campaign for our quality products supported by print, outdoor and below the line activation in 2021.
“Half of the year is over, but we want to put in maximum efforts in the next few months, ride on the health trend that emerged in the pandemic, and leverage festive marketing to enhance our growth,” concluded Amrinder.
