The Goodness of D'lecta - Chilled 100% Mozzarella Cheese
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To make authentic pizzas, you need authentic mozzarella as a key ingredient and one key problem in the Indian market was that none of the brands really sold a 100% mozzarella in the market.
To tackle this issue, unlike other Mozzarella or "Pizza Cheese" (A blend of cheddar and mozzarella like cheese variants) sold in freezers and cold storage across supermarkets and stores in India, D'lecta came up with their own unique innovation - India's 1st Chilled Pure Mozzarella, a game-changer in contrast to blend variants.
To celebrate the launch of the new product, our team at Yellow was approached with a brief to design the packaging of the product and position it to tackle all the other mozzarella brands in the Indian market. With these pointers in mind, we went ahead with a clutter breaking, dynamic approach to make the product stand out on the fridge shelves with a distinct colour palette of a vibrant blue, red and white with real imagery of the primary use case of the product, i.e., Pizza.
Our primary communication "100% Mozzarella Cheese" was the perfect way for the positioning which incorporates the USP of the product which is pure mozzarella cheese without any addition of blend of other cheeses ensuring the maximum stretch- a key quality of natural mozzarella goodness.
CREDITS
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Creative Director: Shrey Doshi
Lead Designer: Nikita Roy
Writer: Dev Savadia
Brand Manager: Gian Chaturbhuj
Offline and Digital Ad Campaigns
We further extended the communication "100% Mozzarella Cheese" to print ad campaigns, in store collaterals, social media campaigns and much more to reinforce the messaging for our audience for maximum recall value which turned out to be successful and a huge hit amongst our target audience converting to maximum sales.
