Marketing Masala: Decoding Kitchen Xpress’s New Ad Campaign in Ahmedabad - Flora Fountain
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Marketing Masala: Decoding Kitchen Xpress’s New Ad Campaign in Ahmedabad

A hoarding with a puzzle and scan code in Ahmedabad

Have you been driving around Ahmedabad lately and noticed some hoarding advertisements like this? Well, you’re not alone! Kitchen Xpress has launched a brand new advertising campaign that’s got everyone buzzing.

Now, I’m a fan of a good marketing campaign. So, I decided to delve deeper and decode the effectiveness of Kitchen Xpress’s latest OOH (Out-of-Home) campaign.

Table of contents

  1. Overview of Kitchen Xpress
  2. Social Media Presence of Kitchen Xpress
  3. Decoding Kitchen Xpress’s Recent Ad Campaign
  4. What Were the Results?
  5. Conclusion
  6. Frequently Asked Questions

Overview of KItchen Xpress

The journey of Kitchen Xpress began in the 1960s as a family-owned business. By the 1990s, it had evolved into an independent and significant manufacturer of spices and other food products, establishing a notable presence in both the international and domestic markets.

With an unwavering commitment to high-quality standards, Kitchen Xpress has expanded its array of offerings over the years. Their product range now encompasses a variety of items, including spices, spice mixes, pulses (beans and lentils), groceries, instant mixes, flours, pickles, chutneys, Namkeens (traditional Indian snacks), dehydrated vegetables, and more.

Social Media Presence of Kitchen Xpress

Kitchen Xpress maintains a presence on Instagram, Facebook and LinkedIn, but they seem most active on Instagram and Facebook. On Instagram, they boast 4,304 followers, while on Facebook, they have an impressive following of 40K. On LinkedIn, their follower count stands at 929. Interestingly, their posts on Facebook and Instagram mirror each other, featuring product placements accompanied by witty copy. However, on LinkedIn, their activity appears to be less pronounced.

Decoding Kitchen Xpress’s Recent Ad Campaign

They recently ran a campaign using traditional methods such as hoarding advertisements (OOH) and newspaper ads. Let’s dissect how they did it.

An anonymous start

Kitchen Xpress initiated a unique marketing campaign across Ahmedabad, creating intrigue by strategically placing hoardings. The clever move involved a puzzle with the spelling of Ahmedabad deliberately left incomplete, leaving space for 3 letters. What sets this apart is the absence of their brand name on the hoarding. Instead, they opted for a QR code. Those savvy enough to decipher the puzzle could scan the QR code, revealing a screen resembling the one below:

Google search results of nearby hotels

They can fill in the information with the answer if they know with other relevant details and the winners will be declared on 6th March 2024.

Google search results of nearby hotels

In a strategic move, the campaign extended its reach to newspapers. The puzzling advertisements in newspapers were filled with seemingly simple English alphabets – D, E, B. However, behind these letters lay a clever strategy to promote their unique selling proposition (USP) of chilli powder enriched with Vitamin B, Vitamin D3 and Vitamin E. This innovative approach served as an effective advertisement, showcasing the nutritional benefits of their product. Indeed, a smart move that engaged readers while subtly conveying the health benefits of their chilli powder.

Increased the reach of the campaign through influencer marketing

But Kitchen Xpress didn’t stop there. They elevated their campaign’s impact by diving into influencer marketing. They collaborated with influencers in Ahmedabad such as RJ Dipali and her husband Siddharth, a comedian, they expanded the reach of their nutrient-rich chilli promotion. Additionally, partnerships with Kajal Vaidya Oza, Ekta Sandhir and Parth Oza were forged to amplify the message on social media platforms. This approach goes beyond generic ads; it’s about connecting with the local community and leveraging trusted voices to effectively spread the word. This dynamic strategy not only boosts the brand’s visibility but also establishes a genuine connection with the audience, creating a lasting impact in the market.

What Were the Results?

They certainly succeeded in creating brand awareness and staying top-of-mind with this creative ad campaign. However, despite the results, the hashtags for vitamin B, D3 and E on their page didn’t experience a significant surge or many likes. There also wasn’t a noticeable increase in followers.

Nevertheless, it was indeed a smart campaign. I love this approach! It’s not just about tossing out generic ads; it’s about connecting with the local community and leveraging trusted voices to spread the word.

hording

So, is Kitchen Xpress’s new campaign effective?

Conclusion

If this had been executed on social media platforms such as Facebook and Instagram on a larger scale, combined with traditional advertising channels, the impact would have been significant and possibly different. Alternatively, they might have concentrated more on Facebook, where they boast a larger following compared to Instagram. In social media lingo, we refer to this as virality. But no need to fret – together, we can create an impact. Collaborate with our digital marketing agency and witness your campaigns thrive with both impact and creativity. Just shoot us a hello along with your requirements at hello@florafountain.com.

Frequently Asked Questions

Absolutely! Influencer marketing can be incredibly powerful on a local level. People trust recommendations from people they know or can relate to, and local influencers often have a strong, engaged following. Kitchen Xpress is smart to leverage the trust and reach of local influencers in Ahmedabad.
You definitely can! While the scale might differ, the core principles remain the same. Identify your target audience, craft a clear and relatable message and explore creative ways to reach them. You can start by engaging with local communities online, partnering with smaller, niche influencers, and even getting creative with local events or collaborations.
OOH advertising still has its place! It can be a great way to reach a broad audience, especially those who might not be actively engaging with social media. The key is to use a combination of online and offline channels to create a well-rounded marketing strategy.

Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. He is a seasoned professional with an MBA in marketing and over a decade of experience working with multiple MNCs. Vasim is a firm believer in the power of creation and he is...

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