When new-age mothers helped Nestle visualise its nutrition expert AskNestle.in

Mothers are considered a fairly universal connection for human beings, and brands every now and then use this connection to engage on a deep emotional level with consumers. And when it comes to millennial mothers who are socially active, brands throw enormous attention on them. This segment of mothers looks for brands that understand the technology and implement it within their marketing experiences, aligning to their values.

As more and more mothers come online and display a searching, seeking and sharing behaviour, along with an increase in data usage across age groups, a vision was created for Nestle, Rashi Goel, VP Consumer Communications, Nestle India, told BuzzInContent.com. 

With that vision, the brand recently launched AskNestle.in, a content initiative in the form of a mobile-first website, to strengthen its connect with parents, especially mothers, on feeding nutrition to their children. The platform comprises nutrition facts, recipes, growth tracker, custom meal plans, and much more.

“It aims to empower parents, specifically mothers with children between 2-12 years, to make informed decisions about food choices and nutrition for their children, with information now available at their fingertips. Our aim is to make nutrition education more accessible so that parents can inculcate better good food practices in their children,” said Goel.

By empowering parents with the science behind good food habits and demystifying nutrition in an all accessible platform, AskNestle.in has become the service arm of the Nestle corporate brand. She said the brand always stood for good food and the website is a reinforcement of the belief.

The website has been developed by Digitas LBi in conjunction with numerous content and technology partners. Ensuring the brand comes up with a product that delivers real value, it worked closely with the digital ecosystem, including stalwarts and startups, handpicking the partners.

“We have worked very closely with Senseforth, an AI-specialist startup focused on building AI tech and NLP-optimised journeys to deliver the best experience possible on Google assistant,” Goel added.

The website has an AI-enabled chatbot service for all nutrition queries. It provides customised meal plans, real-time and personalised advice on nutrition that is balanced, relevant, scientifically derived and can be customised for the audience. The service has bite-sized and simple content that answers daily nutrition questions, recipes, nutrition facts, tiffin recipes, tips to get fussy eaters to eat. The service has a live chat functionality that allows consumers to chat with Nestle nutrition experts, who are available via Nestle care helpline also.

Consumers can access a growth tracker to enable them to track how their children are growing. Additionally, the website also offers custom meal plans personalised for regional preferences and allergies, and a food diary to enter what the child has eaten through the day to generate a nutrition score.

With more and more consumers, especially mothers, coming in the sphere of influence of digital media, it has allowed for the vision of AskNestle.in to take life. The website is a service in sync with the 24/7 digitally, powered by the brand’s 150 years of nutrition expertise and R&D, said Goel.

She said, “Technology has really allowed everyone with a smartphone to be a content creator and a content consumer. With data cost being the cheapest in India, we can expect content consumption to skyrocket. Also, the screen size or mode of content consumption is immaterial as the consumption behaviours will vary by occasion and life stage, and thanks to all the OTT players, there will be no dearth of content in the country.”

At this stage, the platform has no user-generated content.

The brand believes that there are no unhealthy foods, just unhealthy diets and lifestyles. Its vision is to be of service to parents, and subsequently all adults, and embed the right knowledge into them that helps them make better food choices spontaneously for their particular lifestyles.

She added, “With our knowledge and expertise in the space of food and nutrition, we believe that with this platform, we will be able to provide authentic and reliable information to parents.”

Last month, the brand had launched a corporate campaign comprising two TVCs to bring to life the essence of the thought behind the website.