Keeping this virtual shift in mind, the event was hosted by Celebrity Chef Sanjeev Kapoor on the video conferencing platform – Zoom and more than 100 mom-kid duos were present at the virtual breakfast table. They rely on digital platforms for everyday recipes, virtual meetings, family conference calls, health and wellness classes, their kid’s schooling, and a lot more. Mothers, both working professionals and homemakers, have adapted to the digital transition brought about by the lockdown. Also read: Case Study: How McDonald’s re-launched Chicken McGrill in a saturated QSR market Execution ChallengesĪlthough Choco spreads have been used as an ingredient to camouflage healthy food with taste, mothers have always restricted its use in everyday recipes, due to its nutritional content. The event aimed at engaging with mothers from across the nation, who contributed to a breakfast spread that featured dishes from all over the country. The idea was to make breakfast-time an enjoyable and healthy event by getting mom-kid duos to come together and create unique Choco Spread breakfast recipes, while mothers got a chance to learn from other moms and India’s most trusted celebrity Chef Sanjeev Kapoor as he interacted with the participants. So, the brand decided to begin the New Year by arranging a virtual Sunday breakfast for mothers and their little ones. Mothers and kids are never on the same page.

The brief was to demonstrate how the brand can come up with a proposition that excites kids and reassures mothers, by highlighting the taste and health quotient. The objective was to launch the new healthier Choco Spread and position it as a product that mothers can rely on to make their preparations, both tasty and healthy and something that kids will enjoy! Brief So, Nutralite Choco Spread arranged a Sunday breakfast that would put an end to this woe and bring a smile to every kid’s face, by virtually hosting #IndiaKaLongestBreakfastTable, with Celebrity Chef Sanjeev Kapoor.Ī post shared by Nutralite 100+ mom-kid duos were part of the Sunday morning event, demonstrating their innovative Choco Spread breakfast preparations and interacting with their favorite Celebrity Chef. Making kids eat a healthy breakfast is always a challenge for mothers. Nutralite Choco Spread Campaign – Summary The objective was to maximize awareness and induce trials through an activity that involved the TG.

The brand’s aim was to announce the launch of Choco Spread and to co-create Choco Spread based breakfast recipes with mom-kid duos and demonstrate how the brand can help mothers resolve their kids’ breakfast problems. There was a need gap of ‘healthier Choco spreads’ which the brand had plugged in. Nutralite has a high equity in the spreads category and is known as a healthier alternative. Current Choco spreads are perceived as unhealthy with a fear of addiction & obesity. Kids love to eat chocolates and can eat them with anything and everything. Category IntroductionĪt Rs.170 crore and growing at 25% YoY, Choco-spread as a category is an opportunity.

The case study explores how Nutralite choco spread campaign created awareness around the new product through a social media initiative. Nutralite forayed into the healthier choco spreads category with the launch of a new product. As a part of the Nutralite choco spread campaign, the brand interacted with mom influencers through a virtual event helmed by Sanjeev Kapoor.

Choco challenge