Alpenliebe Juzt Jelly, one of the power brands from Perfetti Van Melle India's campaign which started on May’19 resulted in a huge success. The campaign witnessed Alpenlible's collaboration with leading names of India’s culinary circuit to curate exclusive recipes using Juzt Jelly as an active ingredient. The campaign has organically received an overwhelming response in just 2 months and has 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 was 12,48,2020
The digital campaign saw the line-up of renowned and famous chefs such as Amrita Raichand, Saransh Goila, Shipra Khanna, Ajay Chopra, Meghna and Kanak who came together to create innovative recipes using Alpenliebe Juzt Jelly. The recipe selections ranged from quick snacks, desserts, and cakes, to even refreshing summer coolers and mocktails. The campaign involved certain social media influencers to amplify the reach who played Jelly- Takshri by giving an alphabet to their friends and other social media influencers which would define the name of their own unique Juzt Jelly recipe. Once they had posted their videos, they tagged their friends with an alphabet to continue the jelly-takshari chain creating phenomenal interest amongst consumers. The shortlisted recipes were featured on the brand’s social media assets.
Synergising with the core brand ethos of Alpenliebe Juzt Jelly of ‘family to get together and have fun’, the campaign rollout will be supported by communication that is built across the core message of ‘Family Mein Masti Chali’ – positioning Alpenliebe Juzt Jelly as the “enabler of family fun”. What better way to bring families closer than food!
Speaking about the campaign, Rohit Kapoor – Director Marketing of Perfetti Van Melle India said, “Fun over food has always been an integral part of the Indian family dynamics and our country abounds with as much cooking talent as with audiences craving innovative and distinct recipes. Through this campaign, we wanted to ignite conversations, creativity, and memories with Alpenliebe Juzt Jelly at the center of it all. Collaborating with the most creative names in the food industry definitely encouraged our consumers to join in and explore the joyous facet of creating recipes with Alpenliebe Juzt Jelly. This interesting route of food integration to drive brand appeal is an extension of our endeavor to continue delighting our consumers.