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Case Studies FMCG

Case Study: How HERSHEY'S Meethe Bahane reached 12 mn consumers through content marketing

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HERSHEY’S

Brand 

Hershey’s Syrup

Summary

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. The series captures sweet ‘bahanas’ (excuses) that kids devise 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.

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Problem Statement/Objective

The brand task was to expand usage occasions to drive trials and consumption by showcasing the versatile usage of HERSHEY’S Syrup. The communication objective was to get parents to add a HERSHEY’S twist to their everyday dishes, making them even more exciting for their kids.

Brief

Create an exciting proposition around the “versatile usage” of HERSHEY’S Syrup, thereby helping parents achieve their goal of making everyday dishes even more exciting for their kids by adding a delicious HERSHEY’S twist.

https://www.facebook.com/HersheysIndia/photos/rpp.560292160788763/1280913718726600/?type=3&theater

Creative Idea

The insight behind the campaign is that children come up with excuses (bahanas), to avoid eating everyday food. This is where Chef Ranveer steps in and co-creates delicious dishes, along with parents and HERSHEY’S.

Challenges

Sweet and naughty ‘bahanas’ that kids come up with to wriggle out of their routine, everyday food and how to tackle them.

Also Read: Case Study: How Wadhwa Wise City used social media to generate leads

Execution

Parents, along with Chef Ranveer Brar, re-create lip-smacking food by adding a delicious HERSHEY’S twist.

The web series is hosted on the HERSHEY’S India YouTube Channel, with 10 weekly webisodes containing HERSHEY’S recipes for breakfast, tiffin, snacking, beverage and dessert occasions.

The campaign was amplified on Social Media with platform specific, innovative content like split screen posts, 3D GIFs, long posts, etc. which drove awareness and engagement around “HERSHEY’S Presents Meethe Bahane”.

The entire campaign has been recognized as “best in class”, with tremendous earned PR across online portals.

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 and 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 cookoff had the winners creating innovative recipes, giving everyday dishes an exciting twist using the HERSHEY’S range of products. The top two recipes, judged by Chef Ranveer and the Hershey India team, is being celebrated and featured on the HERSHEY’S Syrup pack.

https://www.facebook.com/HersheysIndia/videos/570812083367218/

Results

The digital campaign has till date garnered 90 million impressions, reaching more than 12 million consumers with over 2 million engagement.

Views on YouTube were recorded at average view through rate of 39%.

The brand saw a significant uplift on ad recall, consideration and purchase intent. Sales for HERSHEY’S Syrup grew substantially. However, the most important result was bringing smiles to kids’ faces.

CMO Quotes

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.”

campaign Marketing Director category Social Media Case Study social media marketing case study India digital marketing case study Brand consumers benchmark products hershey's syrup meethe bahane Ranveer Brar Hershey’s Food web industry Engagement series Awareness impressions consumption celebrity Celebrity Chef chef Ranveer parents Milk association routine Syrup bahanas Brar Celebrity Chef Ranveer Brar Chef Ranveer dishes excuses food-based web series Hershey Hershey India HERSHEY’S Presents Meethe Bahane campaign industry benchmark Sarosh Shetty sweet