Farmer Fresh has brought DigiStreet onboard to handle the brand communication & marketing duties. With the increasing digital footprints of competition brands, Farmer Fresh also aggressively markets its product range on all digital platforms starting from social media to online marketplaces and everything in between.
With the renewed focus on DTC (direct to consumer) Farmer Fresh realized the need to streamline and refresh their brand communication. For this, they gave a mandate to DigiStreet, an independent Marcom agency with a creative strong-arm based out in the capital region. “What intrigued and excited me about DigiStreet is the amount of research and perspective the agency team provided us with. Along with brand communication and marketing outlook, the team has also started up with setting online marketplaces, redesigning product packaging and web development & social media,” says Samarth Gupta, Director – Farmer Fresh.
To start with, two communication routes were adopted, one English and one in Hindi in order to reach out to a much larger audience. The English communication was created by creatively tweaking the brand name itself – Farmer Fresh. So, the communication ‘Far Fresher, Far More Healthy’ has a ring of the brand name in it, which DigiStreet personifies as read between words. Also, it translates the practical & real underlying purpose that consumers ultimately crave.
Since the brand has a large presence in the sub-urban to a rural part of the country as well, a Hindi communication was also needed that talks about the brand’s indulgence in the health and freshness quotient of the products. Swaad Sehaat Ka is the Hindi communication that both the agency and the brand thought is apt for the brand to be projected in the desired outlook.
“Like always, we put in a lot of efforts through our very own framework that’s RLC Research-Logic-Connect to find out what’s missing in the brand to create the boost from trade and real user point of view. This (RLC) clubbed with the razor-sharp vision of Smart himself, we were able to co-create this,” states Darpan Sharma, CEO & Strategist, DigiStreet. He further adds, “We are blessed to have Alpha Milk in our roaster. Although it is just the start with Farmer Fresh, we hope to travel a long way and contribute consistently to keep it Fresh with healthy strategy in place in these dynamic times.”