Crafting a differentiator
- Product launch campaign
- Integrated narrative
- Quick commerce marketing
The processed cheese slice market is driven by habit-based purchases. When D’lecta Foods introduced its new preservative-free, cheese slices, it became one of the first brands in the category to offer a cleaner, healthier alternative. The challenge was to educate consumers about this unique product proposition and not just build mass awareness but also influence consideration and purchase intent with the campaign.
Our audience and market audit led us to a clear insight – the campaign would have to lead with ‘No Preservatives’, the product’s core differentiator followed by ‘the perfect melt’ experience, in a market dominated by conversations around ‘taste’. The campaign strategy then involved planning a channel mix that would drive both, mass awareness and deeper engagement for discerning leads:
The campaign engaged consumers across multiple touchpoints throughout their purchase journey. Right from sequential messaging highlighting the preservative-free proposition to consistent cross-platform communication around a lifestyle shift, the launch campaign worked to inspire and adopt a “better habit”.
At a tactical level, conversion campaigns on Meta were optimized for quick purchases across Blinkit, Swiggy, and Instamart. These resulted in a 4.77x blended Meta ROAS.
“The campaign brief for D’lecta’s zero-preservative, individually wrapped slices, was a challenging one. While the narrative for cheese as a category has primary revolved around indulgence and the goodness of dairy, here was a proposition that demanded a refreshing approach. We were glad the client saw the point emerging from our category audit and proposed strategy. The brand lift study confirmed that our approach served the launch goal well.”
The full-funnel integrated campaign successfully established D’lecta’s preservative-free cheese slices as a differentiated offering while delivering measurable brand and business impact. Here are some needle-moving metrics:
