With the objective of creating recall to the audience base, the ready to eat category is the second highest grosser with an average basket size of 10+ packs – a behavior displayed within 2 months of campaign execution. MTR Foods, one of the oldest and largest packaged food businesses in the country, decided to run an awareness building campaign amongst travellers for its ready to eat category.
The target profile was divided into three groups:
- business travellers
- students studying abroad and
- vegetarian, honeymooners or holidayers
The delivery mechanisms for each of the profiles were defined and chosen based on the psychographics and the identified demographics. With sequential marketing, we plotted the user journey for each of the above segments to identify the potential delivery points.
Identified portals for targeting:
- Travel portals
- Ticketing and Hotel / Cab Rental Sites
- International education sites
- Visa portals