Godrej Yummiez propels its marketing initiatives through BTL activities
Godrej Yummiez from the house of Godrej Tyson Foods, a leading player in the processed poultry segment, has commenced its BTL marketing to support its TV and digital marketing campaigns. To start with, they are presenting consumers a taste of their vast range of vegetarian and non-vegetarian ready-to-cook products readily available while they are out shopping at key retail outlets. Brand Street India, a leading integrated marketing agency from Delhi, is piloting the brand’s marketing activities across major cities.
The first set of tests for this BTL activity was rolled out proactively in Bangalore by Brand Street India. The taste of the activity will be carried forward to other major metro cities soon. A quantifiable mix of Modern Trade outlets as well as General Trade outlets are activated collectively at a given time on every weekend. In order to leverage product experience, Yummiez Chicken Nuggets & Cheese Corn Nuggets are fried on the spot and served piping hot to the consumers at these outlets. This idea is instrumental in augmenting the consumer’s interest, thereby leading to a purchase of the product and enhancing sales in the outlets. This activity also serves a dual purpose of achieving marketing as well as a sales objective for Godrej Yummiez.
Real Good Yummiez is from the house of Godrej Tyson Foods (a joint venture between Godrej Agrovet Ltd. And Tyson Foods Inc.), offering an assortment of vegetarian and non-vegetarian ready-to-cook products. These products are easy to prepare at home and have high nutritious value. Their diverse portfolio includes an array of nuggets, burger patties, vadas, tikkis, popcorn, salami, sausages, nuggets, kebabs, parathas, French fries, sweet corn and green peas, which can be prepared without any fuss within minutes.
Speaking about their association, Surendra Singh, Brand Street India, said, “We are extremely ecstatic about having convinced Godrej Tyson Foods of our expertise, and our concept that will help create value for their best known brand Godrej Yummiez.”
Speaking about their concept, Business Director, Argha Sengupta, Brand Street India, said, “It is indeed a matter of great pride to have this cutting-edge, the fastest growing brand aboard. The fast paced life that we dwell in today merges well with Godrej Yummiez ready to cook concept. We are sure our host of activities for the brand will resonate well with the target consumers.”
Godrej chose BSI for the activation of the campaigns because of its successful streak of marketing campaigns for FMCG brands. BSI has, in the past, successfully carried out an experiential marketing campaign of Pepsico Emoji campaign in 2016, Quaker Kerela Blaster Campaign and Himalaya complete care campaign with Indian railways. Apart from this, the company has also been associated with Kraft Heinz India, Lipton, Tropicana, MTR Foods, Lhotse India and Muruguppa Group.