As the lockdown started, the famous ‘Modern Bread’ had seen a surge in sales. The hypothesis was that a consumer was skeptical about eating out. And the focus had shifted towards ‘Cooking at Home’. Bread, being the most versatile food, was flying off retail shelves.
But just as the nation was opening up, Modern Foods wanted to ensure that their sales don’t drop. They wanted to ensure that the consumer is still excited about cooking and experimenting with bread
Bread is consumed differently in different parts of India. In kerala, majority of the consumption happens hand in hand with regional dishes. And in Urban households, it’s often a variety of sandwiches.
Keeping this in mind, we selected creators from regions where the brand’s distribution was highest. And the creators were asked to prepare their favourite dish with bread by following strict brand guidelines. The content created in the Aflog ecosystem was used in Modern food’s social media handles, mobile ads and more.
By handpicking creators from remote locations like - Kannur, Wayanad, Mangalore, Ernakulam, along with Urban cities like Bangalore. The recipes created were highly authentic to particular regions. A few of the recipes from the campaign were
1. Bread Puttu
2. Bread Pongal
3. Thengapal Bread Pudding
4. Bangalore Bakery Style Masala Bread
5. Bread Beetroot Cutlets
6. Japanese Bread Pudding
7. Bread Almond Pie