GO Cheese from the brand of Parag Milk Foods will unveil a new campaign in the first week of October to target their secondary audience - kids. The objective behind this campaign conceptualised by J. Walter Thompson will be to inculcate breakfast eating habit in young kids and drive consumption through them. The two-film campaign will span over 45 days. The company plans to spend Rs 2 crore for the campaign.
Commenting on the idea behind the campaign, Akshali Shah, VP - Strategy (Sales & Marketing), Parag Milk Foods Limited said, “The intention is to catch kids as consumers when they are young, so that they can grow up with the brand, enrol new customers and to increase the depth of cheese consumption. That is the reason we have kept it across the category. It is actually a year-on-year engagement thing which we do with kids. In order to entice them, this time, we will also be giving away exciting free gifts like Barbie accessories and Hot Wheels cars on purchase of GO Cheese Spread and Slices.”
Talking about the consumption of cheese in India, she pointed out, “The penetration is still in single digits, it continues to be a very under penetrated category. The consumption in urban India is also in double digits. The numbers are not even worth looking at. We at Parag Foods, concentrate a lot on innovation, we do a lot of cookery shows where the intention is to educate the consumers about cheese. So we are involved in doing a lot of activities around increasing the consumption and depth of the category.”
Promotion& Budget allocation:
“The campaign will be promoted through TV, targeting mainly the kid’s channel. We do a lot of school contact programme throughout the year and also digital will play an important role. Out of the Rs 2 crore budget allocated for the campaign, around 50% will be used in TV,” added Shah.
In total, the brand launches around three campaigns for the cheese category; there is also a Cheese Lover’s Day which GO Cheese celebrates on January 20. As part of the strategy of the brand, during this time of the year, they usually release a campaign targeting kids. Also in the month of December, the brand usually launches one campaign for the category as a whole. Right now, Parag Foods occupies second place in the category, with almost 33% market share and with Amul leading the pack.