Faasos, owned by Rebel Foods, has rolled out the #DateAWrap campaign to target singles in the Valentine season. It has collaborated with influencers like Pratik Sehajpal, Kareema Barry, Govind Kaushal, Shivangi Tiwari and Srishti Garg. The influencers will be posting the campaign over Valentine’s week that usually only targets couples.
According to the brand, the campaign has already had a reach of 1 million-plus and hopes to get in more visibility through these influencers and their audiences.
This campaign features the chain’s most popular wraps, who have each been given a dating profile across 340+ locations in the country. Everybody who right swipes on these wraps are engaging with the brand. The consumer with the cheesiest pick-up line will then be sent a free wrap.
Indrajit Ghosh, VP - Marketing Communication, Rebel Foods, said, “With Faasos, our core brand belief is doing the un-regular and breaking stereotypes. Love is in the air, and while many brands participate in campaigns to give their customers incentives on Valentine’s Day, at Faasos we strive to be different. This year, Faasos is encouraging people, especially singles, to love and treat themselves with its unique campaign. In our unique way, we have set up profiles of popular Faasos wraps on a popular dating app celebrating Valentine’s Day. When singles come across Faasos’ witty profile, they are bound to get thrilled at the prospect of being wooed, albeit by their favourite wrap.”
According to the brand, since the campaign is live, along with the singles it is also resonating well with couples and young adults.
Speaking about their content strategy, Rahul Vemuri, General Manager, Faasos, said, “The brand’s core strategy has been creating content that is engaging with the Gen Z who is very particular about its content consumption on social media. Hence, efforts are always driven to create content that is unique and relatable.
“We believe right influencers further help us amplify the brand's communication by reaching our right target audience, due to their popularity amongst the Gen Z and their content being in line with the brand personality. A lot of times these influencers become the face of the campaign and boost the recall value as well.”
“Since Faasos is a delivery-only restaurant, having a strong awareness and recall value is indispensable. The right content on our social media and influencers who align with brand personality act as a catalyst for improving brand awareness,” he added.
The campaign that started on February 8 will conclude on February 14 (Valentine’s Day). The brand will also be posting the best chats on social media to gain further traction.
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