100% Natural. Seeded
Category: Media Innovation
Client: Hindustan Unilever
Brand: Kissan
Agency: Lowe Lintas & Partners Mumbai
Indians love spices, but Ketchup is perceived to be artificially preserved and coloured and there was a huge perception barrier in driving consumption. Ketchup brand, Kissan, differentiates itself from price warriors by communicating “100% real tomatoes” to increase consumption amongst both new and current users.
To achieve this, Kissan drove conviction around its claim of “Made from 100% real tomatoes” by not “plainly” advertising it but making people experience it in real life to gain from it.
The idea was “Grow what you eat. Eat what you grow.”
Kissan created an entire experience of growing tomatoes by introducing a special edition bottle with the tomato shaped cap that carried seeds which needed to be planted and called upon kids to participate in a tomato plant growing contest. View the Written Case and Creative Video to find out how the idea was brought to life and the results it have achieved.
Hear what APAC Effie judge, Richard McCabe, Regional Strategic Planning Director APAC, McCann Worldgroup said about this campaign.