The German packaged food company Dr. Oetker India has rolled out its new ad campaign titled ‘Food Mein Daalo Magic’ in an attempt to accomplish its turnover target of Rs 500 crore by 2020. With actress Sonali Bendre as its brand ambassador, the campaign which is conceptualized by ScareCrow Communication, rekindles the brand’s philosophy of adding ‘fun and taste’ with its three variants of mayonnaise: vegetarian, tandoori and burger.
The new ad campaign highlights how Dr. Oetker’s products combine ‘good taste’ and ‘convenience’ to expand the culinary scope of otherwise routine food. The company has allotted a budget of Rs 18 crore for advertising its brands over the next nine months.
Speaking about the new campaign, Oliver Mirza, Director and CEO, Dr. Oetker India Pvt Ltd, said, “With this new campaign, we intend to build an emotional connect with the consumer and educate them about mayonnaise, our western sauces and spread. Today we have six million consumers across 250 cities we want to target 80 million using our ad campaigns. Over the next five years we will be making constant investments into advertisement to build the brand and market.”
Mirza further added, "The company which has a huge portfolio of mayonnaise, Italian sauces, sandwich spreads, salad dressings and peanut butter, sees huge potential to grow the mayonnaise category, which has the biggest business share (70 per cent), besides pizza and pasta sauces. “The objective is to show mayonnaise as an ingredient in food making whether it’s sandwich, burger, salad or wrap. It’s a solution to create salad dressings and sandwich spread rather than just dip.”
On brand positioning, Mirza adds, “As a brand we have a solution for every modern woman to create Western food that’s fun to eat and enables her to create lip-smacking dishes. For India the product should remain local to the taste, culture with right packaging. In the end India wants to be a part of global world like everybody else.”
Mirza believes they have an edge over their competitors like Cremica, Sil and imported brands like Kraft and American Garden with their attractive price point of Rs 79 for 275 gm. Recently it launched smaller packs for its eggless vegetarian mayonnaise at ₹35 for 100 gm, tandoor mayonnaise and Leonardo Olive Oil mayonnaise.
Apart from advertisement, the company’s much-anticipated Rs 200 crore facility with a capacity of 25,000 tonne in Rajasthan will be functional in three months and help them reach the target. For 2016 Dr. Oetkar is looking to add Rs 25 crore in retail.