Soulfull launches TVC campaign called 'The Good Bites'

Kottaram Agro Foods, the parent company of millet-based snacking brand Soulfull, today announced the launch of their new 360-degree marketing campaign #TheGoodBites for its flagship product, Ragi Bites. This campaign is built on the consumer insight of ‘guilty moments’ that every mother goes through while providing unhealthy snacks to their kids and positions Ragi Bites as the perfect solution.

The marketing approach targets the new age moms who are conscious about the food choices they make and who are on the look-out for healthy snacking options that eases their concerns while giving into their kid’s snacking demands. The move also aims at creating awareness for Ragi amongst consumers and to address their scepticism towards Ragi being tasteless.

The campaign includes a TVC that showcases how Soulfull Ragi Bites is a product of choice for the mothers since it has Ragi without junks like maida and preservatives, whereas the kids love the product since it has tasty chocolate filling inside, thus making it a win-win situation. The TVC also portrays the brand mascot, Cruncha Muncha, as the perfect mediator between the mother and kid during the snacking moments. He is the mom’s confidante about her concerns on what her kid eats while being the fun-friend to the kid.

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On the launch of the campaign, Rasika Prashant, CMO, Soulfull shares, “Ragi Bites has been the fastest-evolving sub-brand for Soulfull and the marketing strategy has played a key role in the success of the product. As a testament to this, the product has seen a 3X increase in its offtake from the previous campaign efforts. The new campaign is a step-up in that direction that puts to rest a mother’s dilemma and guilt around unhealthy snacks. As a product, Ragi Bites bring in the goodness of Ragi & Daal while eliminating nasties like Maida and Preservatives. We are confident that the campaign will deliver the business objectives and make place in the lives of many consumers.”

Ragi Bites is made of India’s ancient grains- Ragi and dal with no added preservatives or maida, making it a healthy and nutritious snack for kids. The product comes in three flavours and multiple pack sizes, catering to the taste buds of children and the goodness of Ragi reassures the nutritious benefits that mothers seek. The new campaign resonates perfectly with this insight.