Mumbai: Britannia Industries Limited, recently launched an all-new strawberry variant for one of their most popular brand- Britannia Little Hearts. The fastest- growing brand under the Britannia portfolio, Little Hearts is a unique, poppable, heart-shaped biscuit offered in a bag format and has been a consumer favourite since it was first launched in the market. With an intent to further extend the brand, it conducted many rounds of consumer research and found that the strawberry flavour appealed most to its target audience: the Millennials.
Speaking about the launch Vinay Subramanyam, Head-Marketing, Britannia Industries said, “Britannia Little Hearts have always been a favourite amongst our consumers. In the past few years, we have ensured all our communication evolves along with our target audience. Our message of ‘Break some hearts’ speaks to these millennials who have a more dynamic and open perspective of love and take every aspect of it, including breakups and heartbreaks in the right spirit. Strawberry as a flavour is often associated with the old romantic and mushy version of love. Hence with Britannia Little Hearts, we want to extend the ‘Break some hearts’ concept by taking down the stereotypes around strawberry and unmush it for good. To bring this thought alive, there is an exciting Strawberry Ninja character which goes around unmushing its mushy, romantic image.”
With an aim at targeting the millennial consumers, the launch was supported by digital engagements on Instagram, Facebook and TikTok. The four weeks- long promotional activity includes short videos and posts which features the unmushing escapades of its brand’s mascot- the Strawberry Ninja. Considering that gaming has high affinity among the TG, a new game has been launched with the Strawberry Ninja as the protagonist. The game would appear as an ad on their Instagram stories and post clearing the three levels of the game, the consumers would get the chance to win some exciting goodies and enter the linked e-commerce websites, where they can purchase the new Britannia Little Hearts Strawberry. In addition, the launch has also been supported by many on-ground activations.
Britannia Little Hearts Strawberry would be available in 3 sizes priced at INR 5, INR 10 and INR 20 each available across general trade outlets, e-commerce platforms and all modern trade stores.
