Focusing on adding elegance to your brand story - Branding

About the Product

Meisterwurst is a 7 year old processed meats brand with regional market establishment in Bangalore, India. The brand established product differentiation early by offering genuine German, Austrian, American, Italian, and Indian cuisine oriented for mass consumption in the Indian market. The product has placement across India in supermarkets and grocery stores selling refrigerated, packaged meats.

Key Challenges

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    Processed meats is a very competitive space with strong competitors

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    Meisterwurst was known, but needed a campaign to achieve top-of-mind recall among customers so it could achieve higher market penetration

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    The existing website had relatively low traffic

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    The product marketing needed a refresh, especially among online shoppers, so there was a need for a transformative digital marketing strategy

Solution

The Manipal Digital’s team conducted an extensive brand audit including a SWOT analysis to understand the strategic focus. In collaboration with the client, a revised brand positioning was identified. The new focus would be on authenticity, quality, and cultural diversity.

Putting the Plan into Action

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    The Manipal Digital’s team created a series of still and animated ads with stunning visuals and emotive appeal showcasing the Hero products

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    This was augmented by sponsored and unsponsored user-generated content showing product elements of authentic flavors, taste, high quality, and versatile use for different occasions, from parties to DIY snacks. In addition, the content showcased the brand’s ethical sourcing and manufacturing practices

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    The campaigns were localized for different markets via use of voice overs, imagery, and recipes in recognition of the cultural nuances and preferences across the length and breadth of India

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    In addition, the campaigns were targeted for separate demographics to achieve peak appeal

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    Simultaneous SEO and SMM strategies were implemented to drive unique and repeat viewer visits to the website and social media pages of the company. Content was serialized, added frequently, and interaction with social media users was increased through increased responsiveness

pork/sausage
pork/sausage

Campaign Results

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    Over 1.5 million impressions were achieved for the video campaign, with 50% increase in viewers seeing the video ads to completion

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    The brand visibility showed a direct boost in test measurements. In addition, as a direct result of improved brand visibility, the client expanded its distribution network to distributors in previously untapped markets

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    The client reported a significant increase in client satisfaction scores and positive reviews and testimonials from distributors, retailers, as well as end consumers

Strategic Benefit

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    The brand grew penetration from one to ten major Indian cities

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    The omni-channel, synergistic campaign strategy involving digital marketing, original creatives, and meticulous planning created actionable intelligence for the client’s future growth

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