A Google report launched in early May revealed that searches for food recipes on the Internet jumped 20 percent during the Coronavirus lockdown months. Most of them are now staying home and trying out new kinds of foods, as they are fed up having the same food always.
ENO is quite far from being a food brand, it is an antacid, a healthcare product category greatly related to food. This hike in food-associated conversations made sense for antacid brand ENO to hop directly to the ‘recipe’ trend train and take charge. In this hectic lifestyle, acidity is the only issue that catches us off guard. It is one thing that everyone has faced no matter what we do or where we stay.
The brand released the #WhatARelief campaign and as a part of the digital initiative, ENO advertisements are served as dynamic creatives on YouTube. Dynamic creatives are programmatic video advertisements updated in actual time based on preset parameters.
The ENO team first picked up the top recipes being searched on YouTube and then developed six-second creatives for recipes associated with acidity. The selected recipes included Samosas, Butter Chicken, Manchurian, Kachori, Biryani, and Shahi Paneer. ENO’s campaign mainly aims at positioning the brand as ‘a trusted ally against acidity’.
“Google helped us with the trends on recipe observations and selecting the top recipes that were being searched on YouTube. From the list, we picked up the top recipes which had an excessive correlation with acidity. The top 9 have been finalized and we built customized creatives for every recipe,” Vijay Sharma, area marketing lead, GSK Consumer Healthcare said.
Consumer interest and relevance for a brand like ENO spikes especially during festivals and marriages occasions were high involvement of food plays a critical role in the category, as the incidence of the problem is related to indulgent eating.
When at the time of having fun, at late-night parties, during travel, or while working hard on deadlines, acidity can be a solid morale and mood killer. It beats at the most inopportune times due to a diverse range of food. The brand is targeted at both males and females in the age bracket of 22-45 years. Despite being an OTC healthcare product, it is usually sold in grocery and departmental stores.