FunFoods launches campaign for its range of Zer0Fat Dressings with Sonali Bendre; conceptualized by Scarecrow M&C Saatchi

Brand launches new marketing campaign and encourages consumers to enjoy delicious food guilt-free

New Delhi : FunFoods by Dr. Oetker has launched a marketing campaign for its innovative new range of Zer0Fat Dressings with brand ambassador Sonali Bendre and upcoming star Amyra Dastur. The 360-degree campaign will introduce viewers to the new range and inform them about the various usages through Digital, print, OOH, point-of-sale and TV.

Commenting on the marketing campaign launch, Oliver Mirza, Managing Director & CEO, Dr. Oetker India, said, “As a leader in Western Sauces & Spreads category, it is our endeavour to constantly innovate and offer consumers convenient ways to create yummy food. The new range of dressings delivers exactly that with an added benefit of being Zer0Fat. We are excited to launch amarketing campaign to grow the dressings’ category, which motivates consumers to enjoy delicious food, guilt-free. We are confident that the campaign will attract new users into the category and become a catalyst to realise FunFoods’ vision of INR 500 crore by 2020.”

The new range of Zer0 Fat Dressings was launched earlier this month through a unique influencer campaign on social media where Bollywood divas and celebrity chefs shared their first interaction with the product. The campaign has already reached over 7 million viewers.

The new product range and the campaign have been conceptualized basis an in-depth consumer research, keeping in mind the key barriers such as high fat &calorie content, limited use in salads and affordability. The campaign suitably addresses these concerns, by highlighting key product attributes of Zer0Fat, low on calories and value for money. The omission of the word ‘salad’ from ‘dressings’ is deliberate, with an intent to showcase versatility of the product and to convey to the consumers that the product is not just for salads, but much more!

Commenting on the launch, Devarshy R. Ganguly, Vice President- Marketing, Dr. Oetker India said,“We are excited to launch a 360 degree marketing campaign which attempts to connect and engage with consumers across multiple touch points like digital, TV, print, OOH and point-of-sale. The campaign is led by a new TV spot that attempts to hook consumers by showcasing lightness and taste through a playful story between Sonali and her on screen sis-in-law Amyra. We believe that the campaign works hard to recruit new consumers to the category as it has been designed to bust consumer barriers and establish the key product attribute- Zer0Fat.”

The film opens with Sonali Bendre who is shown creating delicious dishes using Fun Foods Zer0 Fat Dressing. As soon as she pours the dressing, these dishes rise and float in the air, highlighting the lightness of the product. Amyra walks in at this time, returning from her workout session at the gym. She greets Sonali “Hi Bhabhi” and instantly her attention shifts to the delicious looking dishes, which are kept on the table. She exclaims, “OOHH!” as she picks up the Zer0Fat Dressing and excitedly says “Wow, Fat Mein Zero”. Sonali then completes Amyra’s sentence with “Aur Taste Mein Hero” while making Amyra taste a spoonful of salad that she prepared. Both of them make gestures that the food is delicious. Chemistry between them is unique and will be loved by family viewers. TVC ends with the range shot of ten Zer0Fat Dressings floating in the air.

Speaking on the concept of the TVC, Raghu Bhat, Founder Director, Scarecrow M&C Saatchi said, “As consumers are constantly evolving and looking for culinary adventures, it becomes important for brands to engage with them and offer innovative ways to enjoy delicious food. With this insight, FunFoods by Dr. Oetker has come up with a fantastic new range of Zer0Fat Dressings and we are happy work with them in creating a new brand campaign. We have taken key successful elements from our earlier campaigns for mayonnaise and extended it to this new campaign.It is high on appetite appeal, chemistry and also has a memorable visual idea which invites consumers to pick up the product from shelves and inspires them to add magic to everyday food.”