Case Study: How Alpenliebe Juzt Jelly used content to redefine brand proposition

#FamilyMeinMastiChali by Alpenliebe Juzt Jelly garnered engagement through content, contests, and influencer outreach. Take a look at Alpenliebe Juzt Jelly's content and influencer marketing Case Study

Alpenliebe Juzt Jelly's content and influencer marketing Case Study showcases how the brand is using the recipe content route to drive in-home consumption and strengthen brand positioning.

Category: Jelly
Confectionery

Brand Introduction

Alpenliebe Juzt Jelly was launched in 2012 and is India’s largest Jelly brand with a 42% market share and available in multiple flavors and shape including bears and bottles. It is made out of 25% fruit pulp and hence its soft texture lends itself well to be used as an ingredient in home recipes.

Summary

Alpenliebe Juzt Jelly launched its recipe campaign in May’19 in collaboration with India’s leading Chefs to curate exclusive recipes using the product as an active ingredient. The digital campaign saw the brand partnering with chefs such as Amrita Raichand, Saransh Goila, Shipra Khanna, Ajay Chopra, Meghna and Kanak.

Synergising with the core brand ethos of ‘family to get together and have fun’, the campaign rollout was supported by communication that was built across the core message of ‘Family Mein Masti Chali’ – positioning Alpenliebe Juzt Jelly as the “Enabler of family fun”.

Through this campaign, the brand endeavors to revive the significant sentiment of sharing fun and food for families over delectable dishes which cater to the taste of all the members. The chefs called out to the community to don their chef hats and dish out recipes using the jelly. The shortlisted recipes were recognized with prices for consumers every month. 

Also read: Case Study: How ITC Engage leveraged influencers for product launch

Objective

• To create anticipation, buzz, and engagement around Alpenliebe Juzt Jelly’s new digital campaign
• Highlight the jelly as a versatile product that can be used as an ingredient to create a variety of cuisines
• To further strengthen the brand positioning as an ‘Enabler of family fun’ among its consumers by making the experience come alive around the dining table

Campaign Strategy

While jelly has traditionally been used in homemade recipes, it was necessary to build awareness the versatility of Alpenliebe Juzt Jelly and how it can be used as an active ingredient. To lend credibility to the concept, the brand partnered with some of the leading Celebrity Chefs of India who, as brand advocates, could engage with the community and drive engagement for the campaign.

To further add credibility the brand also partnered with Baskin Robbin’s to launch a co-branded Alpenliebe Juzt Jelly ice-cream in India and promoted the same too on the digital medium.

Multiple contests were rolled between May and June inviting consumers to share their renditions made using Alpenliebe Juzt Jelly giving them a chance of winning amazing prizes.

The brand also collaborated with various food groups on social media to increase awareness about the contests. Additionally, Alpenliebe Juzt Jelly Recipe Recipe Book was developed featuring the best recipes created during the campaign.

'Cook to win' Contest

Alpenliebe Juzt Jelly Recipe Booklet

Results

• The campaign attracted 12,232 subscribers on YouTube, 10,425, and 544 new followers on brands Facebook, Instagram pages
• So far, the campaign has generated a total engagement of 29,332 likes, 829 comments and 4,546,465 views across YouTube, Facebook, and Instagram
• Total impressions generated in 2 months were 12,48,2020.