When it comes to marketing, food brands often face a unique challenge—how do you make an everyday staple exciting? Heritage Curd, a trusted name in dairy, took on this challenge with a digital-first approach, leveraging YouTube and digital advertising to boost brand awareness and recall. The result? A campaign that not only got people talking about curd but also drove impressive engagement across key regions.
The Goal: Maximum Awareness and Recall
The objective was simple yet ambitious ,make sure consumers remembered Heritage Curd when they thought of dairy products. The brand focused on key target regions, including Andhra Pradesh, Telangana, Bengaluru, Chennai, Mumbai, and Delhi, to create a strong foothold in its market. Instead of relying solely on traditional advertising, the campaign leaned into digital marketing to ensure widespread visibility and a lasting impression.
The Strategy: Localized, Engaging, and Multi-Format Ads
To make the campaign resonate with different audiences, Heritage Curd crafted region-specific YouTube ads in four languages. But they didn’t stop there, they also produced ads in multiple formats: 35-second, 20-second, 10-second, and even 6-second bumper ads. This ensured that no matter how much time a viewer spent on YouTube, they had a chance to engage with the brand’s messaging. The creative approach revolved around a simple but effective theme, how a child goes to great lengths to get his hands on some Heritage Curd. This lighthearted and relatable storyline helped capture attention while subtly reinforcing the product’s appeal.
Execution: Smart Targeting & Multi-Channel Integration
The campaign was executed in two phases:
- Phase 1: Awareness Building
- The 35-second ad was shown multiple times to users in target regions for two weeks, ensuring they became familiar with the brand.
- Phase 2: Driving Recall
- Users who had already seen the ad were then targeted with shorter, non-skippable versions (20s, 10s, and 6s) to reinforce the brand’s message.
- CDN banners were also deployed in Chennai, AP, and TS, featuring a direct call-to-action encouraging users to place an order via BigBasket.
- In Bengaluru, AP, and TS, the campaign also redirected users to Swiggy Instamart and Zepto for instant product purchases.
Additionally, a Brand Lift Study (BLS) was conducted to measure how well the campaign improved brand recall and consumer awareness.
The Results: A Campaign Worth Noticing
Heritage Curd’s campaign delivered outstanding results:
- 123M+ Impressions – Reaching a vast audience across digital platforms.
- 9M+ Video Views – Proving the effectiveness of engaging storytelling.
- 2.76% Headroom Lift in AP & TS – Showing an increase in consumer recognition.
- 2.93% Absolute Relative Lift in AP & TS – Indicating strong brand recall.
- 2.76% Relative Lift in Bengaluru – Demonstrating the campaign’s effectiveness in a competitive market.
- 2.20% Headroom Lift in Bengaluru – Reinforcing the brand’s growing presence.
Why This Campaign Worked
- Localized & Personalized Approach – By tailoring the campaign to different regions and languages, Heritage Curd ensured its message felt familiar and relevant.
- Multi-Format Strategy – Using different ad lengths and formats helped maximize engagement and retention.
- Smart Retargeting – Showing shorter ads to users who had already seen the longer versions reinforced brand recall without feeling repetition.
- E-Commerce Integration – Redirecting users to online grocery platforms turned awareness into action, driving actual purchases.
Final Thoughts
A major driving force behind the success of this campaign was the strategic expertise of Chimp&z Inc, the creative and digital agency that meticulously planned and executed the campaign. Their deep understanding of regional preferences, coupled with an innovative multi-format ad strategy, ensured that Heritage Curd’s messaging was both impactful and engaging. Chimp&z Inc’s data-driven approach helped fine-tune audience targeting, ensuring maximum recall through precise retargeting. Their integration of digital advertising with e-commerce platforms also played a crucial role in converting awareness into direct sales. By leveraging creativity, technology, and strategic ad placements, Chimp&z Inc turned Heritage Curd’s campaign into a digital triumph, setting a benchmark for how FMCG brands can thrive in the digital space.
