ACI Pure Spice
FMCG Marketing Campaign
Every year during Eid, homemakers across Bangladesh spend countless hours preparing the best dishes for their loved ones. Recipes passed down the successors and efforts spanning several generations boil down to a humble serving on our plates and an innate satisfaction from food cooked with love. More often than not, our appreciation ends up in a hashtag and an Instagram upload. As the likes and comments pour in, the home cook’s Eid ends with a sense of affectionate validation.
We got the opportunity to execute an FMCG Marketing Campaign and celebrate these homemakers by partnering with the brand launched by one of the largest conglomerates of Bangladesh for their line of condiment products. Being a new entrant in a competitive category, ACI Pure Spices holds a deep appreciation for the selfless effort homemakers in Bangladesh put into their recipes, and aspired to make their Eid-ul Adha more meaningful. As a spice brand embarked to discover the perfect recipe for Eid happiness, we discovered that for the humble homemaker, the secret ingredient was to share the joy of their food with as many people as possible. Our insight was, food tastes better when shared with others.
Conceptualize a campaign designed to show meaningful appreciation to homemakers by multiplying the happiness they create with recipes - that was our challenge!
Based on the insight “food tastes better when shared with others”, we created a recipe contest for the home cooks in Facebook with a twist. Instead of giving any gifts to the participants themselves, ACI Pure Spices rewarded the homemakers by serving their recipes to hundreds of underprivileged children – thus spreading the happiness that homemakers create with their recipes with people who will appreciate them for it for the rest of their lives.
ACI Pure Spices staged an unprecedented digital FMCG Marketing Campaign that combined crowdsourcing, curation, preparing and serving the best Eid recipes for underprivileged children in Netrokona. A Facebook post was designed and uploaded from the ACI Pure Spices page asking for participants to submit their best recipes in the comments section. The content was then targeted across digital channels to reach homemakers to create a hype around the campaign by attracting as many submissions as possible. After running for 5 days, the campaign finally drew to a close.
Campaign planners and executives from the client team had an unusually high appetite for the next few days as they scoured over hundreds of recipes to find the best ones to prepare for the children. The effort and sleepless nights paid off as the smiles lit up faces of the inhabitants at a madrasa in Netrokona and for the awardees in the contest as they were overjoyed to learn about their reward from participating in the recipe contest.
Since ACI Pure Spice’s objective was to share the appreciation with as many homemakers as possible, a non-promotional documentary was prepared on this FMCG Marketing Campaign within a short time span and shared with the 269 participants of the contest and promoted online.
The post generated 46,000+ engagements. It was shared 192 times. The post-campaign video received 200,000+ views and 174 shares. 90% activities were generated within brand’s core TG. At the end, ACI Pure Spice had successfully engaged with and showed its appreciation for 1.3 million homemakers after having curated over 269 recipes. ACI Pure Spices believes that the campaign inspires 1.3 million smiles every time the homemakers enter their kitchen, crack open their recipe books and perform this timeless act of love and compassion. Our objective to establish ACI Pure Spices as a brand that appreciates home cooks was successful.