Cannes Lions

BREAKING THE MEAT-EATERS' MOVEMENT

UTOPEIA COMMUNICATIONZ, Mumbai / RUCHI SOYA INDUSTRIES / 2013

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Overview

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Credits

Overview

Execution

Make vegetarian food popular by making it look and taste appetising with Nutrela Soya Chunks and Granules.

This idea came from the understanding that consumers largely had started using Nutrela Soya Chunks and Granules as substitutes for non-vegetarian ingredients like chicken and mutton, given its similarity in texture and mouth-feel. Further, get this food to catch the fancy of the Indian youth by presenting it to them in recipes that appeal to their palates.

Outcome

The results:

1. Over 110,000 menu cards collected by patrons

2. Over 32,000 plates of food served at market rates

3. Over 11,550 free sampling on public demand

4. Over 65 enquiries for franchisee operations

5. Enquiries for Nutrela Break counters at college campuses

At every Nutrela Break counter, all our dishes routinely sold out and we had to introduce new recipes on the spot. Non-vegetarians thronged the counter, ready to fork out more for the food.

The graffiti boards ran out of space for compliments by patrons. Everyone wanted a menu card…all this for an investment that is only 25% of a standard FMCG television plan.

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