Weikfield Foods Private Limited has unveiled its latest campaign for fortified pasta. The campaign has been executed by Grey and Autumn Grey.
The campaign features Weikfield CEO, D.S. Sachdeva but not as one would expect. A citizen journalist and mother subjects him to a lie detector test, reaffirming every claim about the company’s pasta.
The result? Each claim holds true.
Sachdeva said, “Weikfield has always strived to assist mothers in striking the right balance between taste and nutrition. In India, pasta often gets wrongly labelled as junk food. Most don’t realise that pastas like Weikfield Pasta, inherently made from wheat and often served with vegetables and white pasta sauce (laden with cheese and milk), is a nutritional powerhouse. We’re determined to rectify this misconception through a differentiated product as well as with a differentiated communication. Through our iron-fortified pasta range, we wanted to offer Indian consumers the taste of authentic Italian pasta along with the power of micronutrients.”
Vivek Bhambhani, Group Creative Director, Grey and Autumn Grey said, “A majority of mothers have lost faith in brands because they feel the USPs advertised are merely tall claims. So, when Weikfield fortified its pasta, the challenge was communicating that this pasta actually had iron equivalent to two bowls of spinach – an uphill task considering pasta has traditionally been looked upon as an unhealthy, once-a-week treat meal for the child. To convince discerning mothers required a disruptive approach where Weikfield stood up and simply spoke the truth – and it had to be the CEO himself, strapped to a lie detector!”
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