FreshToHome has introduced its new marketing campaign #NoShortcuts featuring brand ambassador Ranveer Singh.
The campaign demonstrates FreshToHome’s commitment to delivering meat and seafood without taking any shortcuts.
In addition, FreshToHome has recently improved its packaging identity. The new packaging identity resonates with the brand’s commitment to ‘resource ownership’.
The campaign was conceived by Ogilvy, while the visual and packaging identity was developed by Action & Company. The campaign is live on radio, TV, outdoor, print, social media networks and digital platforms.
Shan Kadavil, co-founder of Freshthome, said the company began its journey with a desire to find safe and healthy fish and meat for consumption. “It’s a major part of what we do. We take no shortcuts and believe it’s small, consistent steps that make all the difference.
Through our campaign, we reinforce our platform trend to make only those products available that are without any growth including synthetic preservatives, hormone, and chemicals.
And, to convey this message, we have Ranveer Singh as our brand ambassador. Understanding our customers’ concern for ‘freshness’, we list only those products that are sourced directly from farmers and fishermen and eliminate intermediaries, “he added.
Harshad Rajadhyaksha and Kainaz Karmakar, CCOs, Ogilvy India said that the company is for fresh fish and meat which is free from any kind of chemicals and preservatives. “They don’t sell products that use growth-inducing hormones, or meat with antibiotic residues.
With that in mind, we’ve introduced the #NoShortcuts campaign. He’s a salesman who is constantly trying to sell dubious products,” he also said.
The campaign includes two films to convey the brand message. In the films, Ranveer Singh is playing the role of a slimy salesman who tries his best to sell growth hormones and formalin to people in FreshTohome.
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However, he understands that FreshToHome does not take any shortcuts in buying and selling products to its customers.