Case Study: How Alpenliebe Juzt Jelly used content to redefine brand proposition

Alpenliebe
Brand Saga

#FamilyMeinMastiChali by Alpenliebe Juzt Jelly garnered engagement through content, contests, and influencer outreach. Take a look at Alpenliebe Juzt Jelly’s content and influencer marketing Case Study

Alpenliebe Juzt Jelly’s content and influencer marketing Case Study showcases how the brand is using the recipe content route to drive in-home consumption and strengthen brand positioning.

Category: Jelly Confectionery

Brand Introduction

Alpenliebe Juzt Jelly was launched in 2012 and is India’s largest Jelly brand with a 42% market share and available in multiple flavors and shape including bears and bottles. It is made out of 25% fruit pulp and hence its soft texture lends itself well to be used as an ingredient in home recipes.

Summary

Alpenliebe Juzt Jelly launched its recipe campaign in May’19 in collaboration with India’s leading Chefs to curate exclusive recipes using the product as an active ingredient. The digital campaign saw the brand partnering with chefs such as Amrita Raichand, Saransh Goila, Shipra Khanna, Ajay Chopra, Meghna and Kanak.

Synergising with the core brand ethos of ‘family to get together and have fun’, the campaign rollout was supported by communication that was built across the core message of ‘Family Mein Masti Chali’ – positioning Alpenliebe Juzt Jelly as the “Enabler of family fun”.

Through this campaign, the brand endeavors to revive the significant sentiment of sharing fun and food for families over delectable dishes which cater to the taste of all the members. The chefs called out to the community to don their chef hats and dish out recipes using the jelly. The shortlisted recipes were recognized with prices for consumers every month. 

Also read: Case Study: How ITC Engage leveraged influencers for product launch

Objective

  • To create anticipation, buzz, and engagement around Alpenliebe Juzt Jelly’s new digital campaign
  • Highlight the jelly as a versatile product that can be used as an ingredient to create a variety of cuisines
  • To further strengthen the brand positioning as an ‘Enabler of family fun’ among its consumers by making the experience come alive around the dining table

Campaign Strategy

While jelly has traditionally been used in homemade recipes, it was necessary to build awareness the versatility of Alpenliebe Juzt Jelly and how it can be used as an active ingredient. To lend credibility to the concept, the brand partnered with some of the leading Celebrity Chefs of India who, as brand advocates, could engage with the community and drive engagement for the campaign.

To further add credibility the brand also partnered with Baskin Robbin’s to launch a co-branded Alpenliebe Juzt Jelly ice-cream in India and promoted the same too on the digital medium.

Multiple contests were rolled between May and June inviting consumers to share their renditions made using Alpenliebe Juzt Jelly giving them a chance of winning amazing prizes.

The brand also collaborated with various food groups on social media to increase awareness about the contests. Additionally, Alpenliebe Juzt Jelly Recipe Recipe Book was developed featuring the best recipes created during the campaign.

Alpenliebe Juzt Jelly Recipes- Family Mein Masti Chali

Alpenliebe Juzt Jelly joins hands with leading celebrity Chefs of India like Amrita Raichand, Saransh Goila, Shipra Khanna, Meghna, Kanak, Ajay Chopra and many more to curate exclusive recipes using Alpenliebe Juzt Jelly. It is made up of 25% Fruit Pulp and hence its soft juicy texture lends itself well to be used as a food ingredient in recipes. Stay tuned as we unveil these videos in coming days along with an exciting contest. #FamilyMeinMastiChali

Posted by Alpenliebe Juzt Jelly on Thursday, 30 May 2019

Alpenliebe Juzt Jelly Recipes I Tempting Fruit Cake

Watch one of India’s best Chefs, Saransh Goila, create irresistible recipes using your favourite Alpenliebe Juzt Jelly. You can also share your recipes with us and get a chance to win an Amazon voucher worth Rs. 5000.#familymeinmastichaliCredits: Saransh GoilaFor more details, visit: http://bit.ly/JuztJelly_RecipeContest

Posted by Alpenliebe Juzt Jelly on Thursday, 6 June 2019

View this post on Instagram

Extremely cute, Manan and I made 'Tempting Fruit Cakes with Alpenliebe Juzt Jelly’. Now I challenge @masterchefshiprakhanna to prepare a fun recipe starting with letter ‘S’. Also, here’s your chance to win an Amazon voucher worth Rs. 5000. All you need to do is prepare and share your Alpenliebe Juzt Jelly recipe and send your selfie with it to @alpenliebejuztjelly_india. For T&C, visit Alpenliebe Juzt Jelly Facebook page! #familymeinmastichali Here is the full recipe for Tempting Fruit Cake. Tempting Fruit Cake with Alpenliebe Juzt Jelly Ingredients Alpenliebe Juzt Jelly Strawberry – 20 pcs 2 cups mixed summer fruits (Mango, pomegranate, Jamun, kiwi and grapes) 2 teaspoons agar-agar powder 1/8 teaspoon vanilla essence 70 grams castor sugar 420 ml water Cake Sponge – ½ kg . Method In a pan, pour water and add agar-agar. Stir well. The mixture should have no lumps. Once mixed, switch on the gas on medium flame and stir until all the agar-agar has dissolved. Bring the mixture to a boil for a minute and add sugar and the essence of your choice. Stir well and switch off the gas once sugar is dissolved. In a silicone cupcake mould, add Alpenliebe Juzt Jelly Strawberry and summer fruits. Then pour some agar-agar mixture into it. Top it with cake slices that have been shaped to fit in the mould. Press the cake slices a little, so that they sink in.  Now, place this mould in a refrigerator and let it sit for 2 hours, until slightly firm. Carefully demould the Tempting Fruit Cake and the garnish it with Alpenliebe Juzt Jelly Bears and Bottles.

A post shared by Saransh Goila (@saranshgoila) on

Cook to win’ Contest

Bring out the chef in you and participate in the Alpenliebe Juzt Jelly Recipe contest and stand a chance to win an…

Posted by Alpenliebe Juzt Jelly on Friday, 7 June 2019

Congratulations to the 10 winners of Alpenliebe Juzt Jelly Recipe June 2019 contest. Each of you have won an Amazon…

Posted by Alpenliebe Juzt Jelly on Friday, 12 July 2019

Alpenliebe Juzt Jelly Recipe contest is back with a bigger prize! Win Amazon voucher worth Rs. 6000 this time!- Cook…

Posted by Alpenliebe Juzt Jelly on Monday, 1 July 2019

Alpenliebe Juzt Jelly Recipe Booklet

Results

  • The campaign attracted 12,232 subscribers on YouTube, 10,425, and 544 new followers on brands Facebook, Instagram pages
  • So far, the campaign has generated a total engagement of 29,332 likes, 829 comments and 4,546,465 views across YouTube, Facebook, and Instagram
  • Total impressions generated in 2 months were 12,48,2020.

Metric Facebook Instagram YouTube
Total Impressions 828120 2257943 9395957
Paid Impressions 791229 1380554
Organic Impressions 36891 877389
Total Reach 955164 1425108 3052614
Paid Reach 650144 1053185
Organic Reach 305020 371923
Likes 2238 26094 1000
Comments 249 529 51
Shares/saves 293 1492
Total Video Views 505291 688127 3353047


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