Hershey's engages consumers on social media with Meethe Bahane campaign
The HERSHEY’S Presents Meethe Bahane campaign,kick-started in July 2018 with the launch of a first of its kind food-based web series featuring Celebrity Chef Ranveer Brar, has become an internet sensation among families across India. The engaging series captured sweet ‘bahanas’ (excuses) that kids cook up to wriggle out of eating routine dishes and how their parents win them over by giving a delicious HERSHEY’S twist to everyday dishes co-created with Chef Ranveer Brar.
The digital campaign has till date garnered 90 million impressions, reaching more than 12 million consumers with over 2 million engagement. The enjoyable series is hosted on the HERSHEY’S India YouTube Channel, with 10 delightful webisodes containing delicious HERSHEY’S recipes for breakfast, tiffin, snacking, beverage & dessert occasions. As a part of the campaign, Hershey India Pvt Ltd conducted the #MyHERSHEYSRecipe contest across multiple online platforms in December 2018. The contest recently culminated with a Meet & Greet event where the winners were felicitated by the highly popular Celebrity Chef Ranveer Brar.
The event identified the very first “HERSHEY’S Madame Chef”. A unique cookoff had the winners creating innovative recipes, giving everyday dishes an exciting twist using the HERSHEY’S range of products – HERSHEY’S Syrup, HERSHEY’S Spreads & HERSHEY’S Cocoa. The top two recipes, judged by Chef Ranveer and the Hershey India team, will be celebrated and featured on the HERSHEY’S Syrup pack. As the day progressed, in keeping with the theme of the campaign, the participants enjoyed receiving Chef Ranveer’s recipes, tips and tricks to make food more exciting for kids. He demonstrated how to reinvent every day and traditional Indian dishes, giving them delicious and trendy makeovers with HERSHEY’S products. He also enlightened the participants on how to boost the visual appeal of dishes by using food art that kids would love.
Sarosh Shetty, Marketing Director, Hershey India, said, “We want parents to know of the versatility of the HERSHEY’s range of delightful products and how they could simply add a delicious twist to their everyday dishes. The insight behind the campaign is that children come up with sweet and naughty excuses, to avoid eating everyday food. This is where Chef Ranveer steps in and co-creates delicious dishes, along with parents and of course, HERSHEY’S products. We look forward to an exciting association with Ranveer, and to helping parents achieve their goal of making everyday food even more exciting for their loved ones.