MTR Foods is a prominent food brand celebrated for its rich heritage and culinary expertise. Originating in India, MTR offers a diverse range of ready-to-eat meals, spices, and mixes that capture the authentic flavors of traditional Indian cuisine. With a legacy spanning decades, MTR Foods is synonymous with quality and convenience, providing a taste of nostalgia and innovation to households worldwide.
MTR wanted to create awareness and drive consideration for its instant breakfast mixes range amongst people residing in Delhi and Mumbai and for rava idli amongst those based in Bangalore. They aimed to drive word-of-mouth advocacy for the brand, highlighting its key benefits.
“MTR sought to create awareness and drive consideration for its instant breakfast mixes amongst people of Delhi, Mumbai and Bangalore, establishing it as a top choice for South Indian food for breakfast.”
To help the brand achieve its objectives, we identified communities where conversations around breakfast, breakfast mix, instant food, South Indian food, idli, dosa, uttapam, etc. were happening. We selected the most relevant 44 Women, Parenting and Cooking communities from these communities with 2.7 M+ members.
To drive the campaign, we analyzed existing conversations in the selected communities to understand what people are talking about South Indian food. We found that:
Coming across these insights, MTR aimed to establish relevance with the members and drive consideration by highlighting its key benefits. Hence, we focused on driving word-of-mouth advocacy for MTR, establishing it as the top breakfast choice for South-Indian food.
Aligning the brand objective and consumer insights, we planned a two-phase marketing campaign to create organic chatter around MTR breakfast mixes. Community admins led each of the phases of this advocacy program.
In the Delhi & Mumbai communities, admins shared how difficult and long-drawn it is to prepare South Indian food at home. However, with MTR breakfast mixes, it’s become convenient to prepare South Indian food any time, and everyone loves it. They further encouraged community members to try it out and share their thoughts.
In the Bangalore communities, admins highlighted how preparing Rava idlis for breakfast at home is a huge task, considering the shortage of time. However, with MTR’s rava idli mix, one can have amazing rava idlis while preparing them in a fraction of the time. They further encouraged community members to try it out and share their thoughts.
Community members actively engaged in conversations participated in the campaign, and shared their usage experiences, leading to a huge number of brand mentions and UGCs.
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