Inextis Events Takes ‘The Cheese Chain of Happiness Campaign’ by Go Cheese to 4 Cities

Marketing | November 23, 2016 | News

Inextis Events Go Cheese

Go Cheese, one of the most popular cheese brands in the country, is known to synergize well with the attitude and beliefs of the young generation of today. The brand custodians are of the idea that at the heart of everything they do, lies innovation – not only in terms of products but also packaging and convenience for consumers because of which Go Cheese has over the years received many national & international accolades for its innovative campaigns.

Recently, Go Cheese decided to make the consumer feel connected and close to the brand, communicate its features and showcase to the consumers their international presence. The brand roped in Inextis Events to conceptualize an activity that would help the brand meet the defined objectives.  

The agency then suggested a plan that would assist the brand in boosting sales and generate a good brand recall value maintaining the international look and feel of their products.

Concept

Inextis events decided to design a campaign that could be done across various geographies, have the highest brand recall and assist selling the product. They came up “The Cheese Chain of Happiness”, the idea behind which was very simple yet effective.

The campaign activity was split across five weekends and was carried out in Mumbai, Bangalore, and Pune at MTOs. The campaign featured an activity, wherein customers had a chance to try out the brand’s cheese recipes such as: Go Cheese Pizza, Go Cheese Sandwich, Cheese Chilly Toast, Go Cheese Canapés, Speedy Cheesy Nachos, and Cheese & Olives.

To engage the customers, an Emcee-driven engagement game 'The Cheese Chain of Fortune' was played, wherein when the wheel lands on a contestant who is given fun tasks such as a Cheesy Dance, Cheese Serenade or Cheesopathy! Customers could also get themselves photographed with the 'Happiness =' board, where they wrote down what makes them happy on the slate board.

Boosting sales was an imperative part of the campaign and with the activity, the agency helped the brand in achieving the same.

Execution

The execution of the activity was conducted in MTO outlets as these were the key touch points where the agency had access to the TG of the brand. The activity also involved the promoter providing samples of the product and then pitching for sales, a live cooking stall and fun engagement activity that grabbed a lot of eyeballs and acted as a great tool in generating sales. The representation of the activity was something that caught the attention of the consumer and ensured that they walk up to the sampling location.

Speaking about the overall campaign, Lakshya Rastogi, Assistant Brand Manager, Go Cheese said, “We have worked with the Inextis team on several BTL activations, Inextis always has a ready attitude and works out best solutions. Our Campaign - "Cheese Chain of Happiness”, was our last experience with them which was executed flawlessly. We applaud their skills and analytical thinking.”

“We’ve been working with Parag Milk Foods for years now, what we love are the challenges thrown at us – every activation there’s a never-done-before concept. A lot of times clients do end up tweaking the concept or reducing elements – but with Parag Milk once the concept is approved everything attached to the ideas gets executed. This year we coined a theme, 'Cheese Chain of Happiness', which not only resulted in increasing sales but a great brand recall and we ended up spreading some joy with Go Cheese”, said Dhruv Davar, CEO, Inextis Events.

The activity was carried out in five locations across Mumbai, Thane, Pune and Bangalore.

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