Case Study

Nutrela soya is available in multiple formats - chunks, mini chunks and granules. It has been commonly used by vegetarians as a protein supplement and by non vegetarians as an alternative to meat (due to its meat-like texture). This makes Nutrela soya a healthy and tasty addition to the daily diet. One of the most interesting product attributes is that it is the highest source of protein, scoring even higher than non vegetarian items like chicken or eggs, thus making the product nutritionally superior. The brand wanted to position Nutrela soya as the highest source of protein and showcase its variety of usage.

Nutrela soya was being purchased by consumers only for use in pulavs and curries. There was low awareness of the variety of dishes that can be made with soya, thus resulting in limited occasions for purchase.

#NutrelaKebabFestival

In the aftermath of the slaughter house ban in Lucknow and the concerns over availability of meat in Lucknow - the land of kebabs, we recognized an opportunity for Nutrela to organize a kebab festival. It was the perfect opportunity to showcase how soya, which has a texture similar to meat, can be used instead of meat to make a variety of kebabs, while highlighting its superior nutritional value. We invited India’s first Masterchef, Pankaj Bhadouria to host the event and demonstrate 3 popular kebab dishes using Nutrela Soya. Since this was a regional event, we recommended capturing the event via FB live, so that the brand message could reach the wider audience of consumers as well.

To create a buzz around the event, we partnered with 2 popular food bloggers. Richa Gupta (myfoodstory) is well known for the variety of cuisines and the recipes she showcases on her blog. Accordingly, she was chosen to display the versatility factor of soya. Nandita Iyer (saffrontrails) on the other hand, is a popular health and food blogger, and famous for her vegetarian recipes. Nandita was chosen to communicate Nutrela’s nutritional benefits as the highest source of protein for vegetarians.

We leveraged the social clout of the food bloggers through pre-event posts and tweets from their social handles inviting their audience to watch and interact on the Live event on FB. Further, each blogger created a unique kebab dish and communicated how Nutrela Soya was the perfect substitute to create vegetarian kebabs. They also further promoted the blog posts on their social media channels.

As a post-event activity, we invited the audience who had witnessed Pankaj Bhadouria’s cooking to share their own Kebab recipe/ dish using Nutrela Soya. The participation and entries received were overwhelming.

• 6,000 + views for the ½ hour FB live event
• 150 entries received within 3 days,from users who created their own Soya kebab dish.
• 53k + likes, 300+ shares, 150+ comments