During the pandemic, Weikfield Foods, which deals in pasta, dessert and baking ingredients in India, brought the joys of cooking easy recipes through its #WeikfieldRefresh campaign. The campaign was conceptualised and executed by Whoppl, a content creation company based in Mumbai.
The brand wanted to tap the millennial audience and re-introduce its brand identity as a younger, vibrant brand in the minds of the consumer.
The campaign focused on crafting stories around the joys of putting together a dish quickly during this straining time of pandemic and highlighting the packaging along with the benefits of the product in the process.
The #Weikfieldrefresh campaign brings out the message that they may have changed on the outside, but their core values of great taste and great quality remain unchanged. Whoppl with Weikfield created a variety of stories using influencers across categories to achieve this objective. The mixed bag of influencers helped to leverage the campaign.
One of the best videos of the campaign was Star Baker and Influencer Shivesh Bhatia, in which he is preparing a dessert using the Weikfield custard powder. Similarly, other videos of the campaign have quick DIY recipes using Weikfield products. The strength lies in the videos being short and crisp while using a subtle brand plug-in. All the videos were aligned along the same lines of a quick fix for hunger to keep the treatment organic and subtle.
During the pandemic, with so much going around, the millennial consumer is always looking for recipes, which can be made easily without much effort. They want to save on their time and energy as they have a lot on their plate starting from household chores to office work. Weikfield through its #Weikfield refresh campaign reinforced the message that cooking can be easy and fun and does not have to be draining.
Whoppl delivered 4X ROI. The success of the campaign lied in choosing the right influencers across categories and letting the stories speak for themselves. The easy to consume content led to organic chatter and got people talking about the brand creating one million unique impressions.
The campaign below:
https://www.instagram.com/explore/tags/weikfieldrefresh/
Varun Verma, Assistant Brand Manager, Weikfield Foods, said, “Whoppl was on point with the pulse of the brand and the communication objective. Their strategic (redefining) approach to influencer marketing got us some great engagement numbers and reinforced our confidence in the power of influencer content in today’s day and age.”
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Ramya Ramachandran
Ramya Ramachandran, Founder and CEO, Whoppl, said, “We, at Whoppl, believe in impact-driven marketing and it was brilliant working with the Weikfield team on this campaign. I am elated to launch their new brand identity with the right kind of influencers and spread the message to a wider audience.”
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