Sunfeast Farmlite bets big on consumer engagement

Sunfeast, from the house of ITC Foods, enters health biscuit segment with the launch of ‘Sunfeast Farmlite’ through a unique consumer engagement program at the Kempegowda International Airport, Bangalore. The first-of-its-kind engagement program by Sunfeast was aimed at creating awareness about ‘Health and Taste, holding true to the product’s promise.

Commenting on this unique consumer engagement program, Chitranjan Dar, CEO- Foods Division at ITC Foods said, “Sunfeast is a premium presence in the biscuits market. With the launch of Sunfeast Farmlite, we have entered into the health biscuit segment. The brand straddles the desirable space, where health meets taste.” He further added, “This product has been developed after in-depth research by our experts, Sunfeast Farmlite is a perfect combination of health and taste.”

The program involved two large elements of surprise for the travelers after they de-board the aircraft and reached the airport lobby. The travelers navigated through the replica of a farm which encompasses windmills, actual almond trees, wheat farm etc. As they navigated through the farm and reached the baggage section, the baggage belt had to be manually pedaled using exercise cycles stationed at the venue. Curious travelers started cycling and the conveyor belt loaded with Sunfeast Farmlite biscuits arrived for the travelers along with their baggage. Thus Sunfeast Farmlite managed to transform a mundane activity such as waiting for your baggage into a fun workout and hence reinforcing the brand message that Staying Healthy can be fun!

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