When Alpenliebe Juzt Jelly decided to become India's first confectionery brand to create content around food recipes

Creating cooking and food-related content is not new for brands. In fact, to be able to stand out in the clutter of food and cookery content has become a game of the next level now as quite a few brands are doing it even more during the Covid-19 pandemic.

One brand that has been able to catch the attention of consumers since May last year, when it stepped into the cookery and food content space, is Alpenliebe Juzt Jelly from the house of Perfetti Van Melle.

It is the first brand in the confectionery category to take a strategic step of extending its product usage to preparing delicious food items, leading to the creation of clutter-breaking content. The content is unique as none of its competitors is creating content on the same lines as Alpenliebe Juzt Jelly.

Ritesh Sud, Associate Director, Category (Marketing) and Media, Perfetti Van Melle, said, “It was a first for us not only in the jelly segment but within the confectionery market in India. As a brand, we have always endeavoured to engage with consumers at every touchpoint that will help strengthen the brand positioning as an ‘Enabler of family fun’ among its consumers by making the experience come alive around the dining table. And to our delight, the consumer response has been overwhelming, and the campaign too has been well recognised now by the industry and has won numerous accolades till now.”

The brand ">launched the Alpenliebe Juzt Jelly campaign with well-known celebrity chefs such as Amrita Raichand, Shipra Khanna, Ajay Chopra on board, who created recipe videos using the Jelly last year. The objective of the campaign was to build awareness.

Jelly as an ingredient has been traditionally used in preparing homemade recipes. The brand had to ensure that people use Alpenliebe Juzt Jelly as an ingredient over any other jelly product. And to do so, the brand has been creating content that is contextual, relevant and differentiated.

Elaborating more on the genesis of the content initiative, Sud said, “Alpenliebe Juzt Jelly is made up of 25% fruit pulp, and its texture lends itself very well to be used in homemade recipes. The campaign genesis lies in this very consumer insight to play a more meaningful role in the lives of our consumers and play its part in growing the jelly segment, which is still nascent in India.”

The brand creates content as and when it finds relevance, mostly around festivals, and runs various contests in every two months through which it generates a lot of UGC in the form of pictures and videos. 

A few of the Alpenliebe Juzt Jelly videos created around the festivals

Diwali:

Ganesh Chaturthi:

Raksha Bandhan:

Christmas:

New Year:

Lohri:

The brand runs a dedicated website full of recipe content and has launched special Alpenliebe Juzt Jelly recipe packs in modern trade, which are available throughout the country and which carry recipes on the pack to drive trials and build awareness.

No point creating content which is not distributed well. Sud told BuzzInContent.com that the brand uses various levers to enhance the reach of the campaign. “Especially in a mass-market like India, it is important to have a geo-focused approach. Hence, whatever we do, be it partnering with the influencer chefs or on-ground events, we do keep our priority markets in our mind and accordingly build a plan,” he added.

Recently, Alpenliebe Juzt Jelly partnered with singer Diljit Dosanjh to create a recipe video to increase focus in the Punjab market.

Tie-up with celebrity Diljit Dosanjh:

Last year, the brand even conducted an event with Momspresso on Children’s Day around recipes:

Talking about the content amplification strategy, Sud said, “To build awareness videos is just one lever. We have been using multiple channels to build awareness. We have on multiple occasions associated with platforms such as Gobble to curate special AJJ recipes around various occasions such as Christmas and very recently for Summer Shakes with our newly launched Cars and Planes offering. We have also in the past partnered with Baskin Robbins to launch a limited-edition co-branded ice-cream to pan-India level.”

The Alpenliebe Juzt Jelly recipe campaign has been received well by consumers and is helping the brand drive consumption by creating new consumption occasions and most importantly bringing to life the brand purpose of ‘Family Fun’ in the lives of the consumers.

“During the recent summer months when the country was under lockdown, it was heartening to see consumers trying out AJJ recipes at home and sharing their pictures and the recipes with us. As a marketer, we could not have asked for more. It also had a direct impact on sales too as the consumers go and buy AJJ,” said Sud.

All the campaigns of the brand are supported by communication that is built across the core message of ‘Family Mein Masti Chali’ – positioning Alpenliebe Juzt Jelly as the “Enabler of family fun”. Through this campaign as well, Alpenliebe Juzt Jelly endeavours to revive the significant sentiment of sharing fun and food for families over delectable dishes that cater to the taste of all the members.