Title | WORLD'S FIRST EVER CROWD SOURCED TOMATO FARM |
Brand | HINDUSTAN UNILEVER |
Product / Service | KISSAN KETCHUPS |
Category | B02. Consumer Products |
Entrant | MINDSHARE Mumbai, INDIA |
Entrant Company: | MINDSHARE Mumbai, INDIA |
Sales Promotion/Advertising Agency: | MINDSHARE Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Shan Jain | Group M Media India Pvt Ltd | Principal Partner |
Brajesh Dwivedi | Group M Media India Pvt Ltd | Partner |
Baljeet Singh | Group M Media India Pvt Ltd | Manager |
Anagha Ingle | Group M Media India Pvt Ltd | Manager |
Sneha Showkatramani | Group M Media India Pvt Ltd | Manager |
Rajesh Rao | Group M Media India Pvt Ltd | Senior Director |
Conrad Rebello | Group M Media India Pvt Ltd | Brand Executive |
Devendra Deshpande | Group M Media India Pvt Ltd | Partner |
Nilanjan Bhattacharyya | Group M Media India Pvt Ltd | Business Director |
Consumers don’t differentiate between ketchups and sauces, causing Kissan Ketchups to lose its relevance among consumers, who were switching to other discount players. Kissan needed to differentiate and inspire consumer preference by strengthening its imagery on ‘made from 100% real tomatoes”. The task had three key objectives: Establish that’s Kissan Ketchup is made from 100% Real Tomatoes. Convince mums that Kissan is a champion for Happy Growth for their child. Drive preference and induce purchase.
For the first time in the history of a FMCG brand, the core ingredient became the source of Idea – Kissanpur “World’s first crowd sourced Tomato Farm”. Through a print innovation we distributed real tomato seeds and asked kids to grow tomato plants. The engagement happened on the digital platform as well as schools encouraging kids to share their Kissanpur journey and photos. Finally, we invited kids to bring their tomato plants to a central location - Kissanpur, right in the center of Mumbai city. Top 100 kids were selected and rewarded with customized bottles made from their own grown tomatoes.
Brand: - Attribute ownership on ‘made from 100% real tomatoes’ with 49% Share of Endorsement - Market share increased by 180 bps (1.8 %) at All India in 3 months - Consumption grew by 700 bps (7%) - 31% value and 23% volume growth in 3 months - 8.5 million consumers reached through media - 2nd most trended topic on Twitter during campaign launch - 191,297 unique visits to www.kissanpur.co.in - Consumer: - 2.5 million seeds distributed - 125,000 children and their parents engaged online, at schools and outdoor events. - 150,000 new fans on the Kissan Facebook page
Kissanpur brought alive the philosophy that induced so much passion in its consumers that they grabbed any piece of land available, even in their little homes, and converted that into their own spot to experience 100% realness. But the real difference it made in the life of our consumers was to allow them to experience, quite literally, the fruits of their efforts! It helped the brand to make kids convince that Kissan was made from 100% real tomatoes…they went from “Kissan says so” to I know it”.