OUR WURST SUCCESS - Branding

About the Product

Meisterwurst has been going for seven years and is a processed meats brand from Bangalore, India, where it has an established market. The brand differentiates itself from the competition by being able to offer genuine German, Austrian, American, Italian and Indian cuisine meant for mass consumption in the Indian market. The product has placement across India in supermarkets and grocery stores selling refrigerated, packaged meats but not everything is going to plan.

The scope of the challenge

Meisterwurst weren't necessarily doing anything wrong and their trade was actually doing well but upon examining their business, it showed they weren't taking advantage of their full potential. Firstly, they needed a new campaign to achieve top-of-mind recall among customers in what is a very competitive market. They were also not optimising their online presence so needed a digital marketing strategy to target online shoppers.

Solution

We conducted an extensive brand audit including a SWOT analysis to understand the strategic focus. Together with the client, we came up with a revised brand positioning. The new focus would be on authenticity, quality and cultural diversity.

Putting the Plan into Action

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  There was a focus on the Hero products in a series of still and animated ads.

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  We used sponsored and unsponsored user-generated content to show the product's authentic flavours, taste, high quality and versatility.

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  Used social media to show the brand's ethical sourcing and manufacturing practices.

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  The campaigns were localised for different areas in recognition of the cultural nuances and preferences across the length and breadth of India.

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  The campaigns were targeted for separate demographics to achieve maximum appeal.

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  SEO and SMM strategies were used to drive repeat website and social media views. Content was serialised, added frequently and interaction with social media users was increased

Results

This was an excellent start in getting Meisterwurst to realise its full potential and they now have a blueprint for their future growth. There we also some pretty impressive figures from the promotion such as the video campaign achieving 1,5 million impressions and a 50% increase in viewers seeing the video ads to completion.

In tests, brand visibility received a significant boost and as a result, the client was able to expand its network to distributors in previously untapped markets. On top of this, the client credited the localisation campaign with helping them to increase their market penetration, going from one to ten major Indian cities in a short period of time. The client also reported a significant increase in client satisfaction scores and positive reviews and testimonials from distributors, retailers and consumers.

Lastly, should Meisterwurst need our services again in the future, we would be more than happy to help.