NXP Media creates experiences for Nutrela
NXP Media was given the opportunity to create an experience for Nutrela, a product of Ruchi Soya, to present the brand as a versatile healthy eating option. They identified the relevant medium where the concept of menu integration could be executed – this would further meet the client's requirement of generating trials mainly wet sampling.
Barista Lavazza was identified for the long term association of the project. Menu integration for 6 months - a unique recipe with Soya granules was created as an alternate choice in the vegetarian selection. This recipe was then added to their menu as Nutrela Soya Sandwich. The association also included procurement of soya granules through regional distributors of Ruchi Soya.
The sandwich was retailed from all 138 cafes across India and priced competitive to the other SKU's within the selection. Amplification via the brand’s logo, pack-shot and description of ingredients in the menu card, Nutrela Soya sandwiches were promoted via tent cards, shelf tags and POS display (at the billing counter).
Two fold unique objectives were achieved by the activity - trials + sales, therefore creating a loyal dedicated target base. Approximately 15,000 sandwiches were sold during this tenure with exposure to approximately over 3 lac targeted audience nationally; sandwiches were often sold out across several cafes.
This activity has been live from the past 6 months.
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