Heat, Eat, and Repeat: MTR's Recipe for Travel Success
Brand: MTR
Platforms: Travel and Lifestyle
Problem:
- MTR Foods, one of India’s oldest and largest packaged food companies, aimed to build brand recall among travelers for its ready-to-eat category.
- The challenge was to drive awareness and establish a lasting connection with the target audience to further boost sales in this high-potential category.
Solution:
Defined the target audience by segmenting them into three key profiles:
- Business Travels, Recreational Travelers, Couples on Romantic Getaways
- Students Studying Abroad
- Vegetarians
- Developed delivery strategies for each profile based on their psychographics and demographics.
- Mapped the user journey for each segment to pinpoint potential delivery touchpoints.
Identified key portals for maximum campaign impact:
- Travel Portals
- Ticketing and Hotel/Cab Rental Sites
- International Education Sites
- Visa Portals
Impact:
- 1.5x increase in performance within 2 months post-campaign execution.
- 1.52% overall improvement in click-through rates (CTR) across all channels.
- 2.7 million impressions generated during the first month of the campaign.
