Case Studies

Case Study: Here's how ZOFF Foods converted a viral turmeric trend into a UGC campaign

In the #GoldenGlowWithZOFF campaign, ZOFF Foods used the viral turmeric glow water trend to turn a simple kitchen ingredient into a visual hook, combining internet culture, user participation, and platform-native content.

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ZOFF Foods converted a viral turmeric trend into a UGC campaign

ZOFF Foods launched the #GoldenGlowWithZOFF campaign by tapping into the viral 'turmeric glow water' reel trend to draw attention to its Haldi product. The campaign began with an internally produced reel and expanded into a user-generated content (UGC) initiative that invited followers to recreate the trend using ZOFF Haldi and tag the brand using the designated hashtag.

The activity was carried out primarily on Instagram through Reels, Stories, and reposts, and relied on organic traction and timely execution. The format was kept simple and visual, with minimal branding and open participation guidelines. The campaign culminated with selected participants receiving ZOFF spice hampers, which were announced via Instagram Stories.

Category introduction

India’s Fast-Moving Consumer Goods (FMCG) sector plays a vital role in the country’s economy, contributing approximately 3% to the GDP and providing employment to around 3 million people. In 2023, the market was valued at USD 230.14 billion. According to a reports, the sector is projected to grow at a robust CAGR of 27.9% between 2024 and 2030, with its value expected to reach nearly USD 1,288.50 billion by the end of the decade.

Brand introduction

ZOFF Foods is a spice brand that offers a range of packaged spices for Indian consumers. On social media, the brand engages users through trend-based content, creator collaborations, and campaign-driven formats. Its digital strategy focuses on encouraging participation and community interaction around everyday cooking themes.

Summary

The #GoldenGlowWithZOFF campaign used the 'turmeric glow water' reel trend to drive user engagement through a simple, visual format.

The initiative encouraged users to participate by creating their own versions of the trend, resulting in user-generated content and organic shares. The campaign highlighted how leveraging a timely digital trend could lead to increased interaction without relying on complex messaging or heavy branding.

Objective

  • Drive organic engagement on ZOFF’s page

  • Increase user-generated content (UGC)

  • Boost visibility of the brand's Haldi through relatable, shareable content

  • Position the brand as a brand that understands what’s trending and how to own it

Brief

  • Tap into the trending turmeric glow water reel format

  • Keep the execution simple, visual, and shareable

  • Encourage audience participation using a branded hashtag

  • Focus more on momentum than message overload

Creative Idea

The big idea was rooted in one insight: a trend can become a movement if timed right. The brand identified the turmeric glow water trend as an opportunity to showcase its Haldi product in action, without hard-selling.

The campaign encouraged users to recreate the trend using the brand's haldi, turning an everyday kitchen ingredient into a trending reel star. The idea was to let the trend do the talking and keep product integration natural.

Challenges

  • The trend was short-lived, so timing and speed of execution were critical

  • Ensuring content didn’t feel forced or over-branded

  • Driving participation from users with minimal instructions

  • Competing with multiple similar reel formats during the same period

Execution

  • Instagram (Primary) - Reels, Stories, UGC reposts

  • Facebook - Shared selected reels & contest announcements

Step-by-Step Tactics

Trend Spotting & Internal Test
The team spotted the turmeric glow water trend and tested it with a simple in-house reel featuring ZOFF Haldi, which gained encouraging organic traction.

Campaign kickoff via stories - The brand initiated the campaign by posting the reel on its Instagram feed and Stories. The founder also shared the reel on their personal Story, helping build initial buzz.

UGC participation drive - The brand invited followers to recreate the trend using itshaldi and tag the page with #GoldenGlowWithZOFF. The approach was deliberately kept open and easy to replicate.

Engagement review & shortlisting - The social media team tracked UGC entries, monitored engagement (likes, views, shares), and shortlisted the top-performing reels for rewards.

Hamper announcements - Winners were announced via Stories and awarded ZOFF spice hampers, closing the loop with appreciation and added visibility.

Results

Quantitative

  • Total views across platforms: 50,000+

  • User-generated entries received: 30+

  • Engagement rate on Instagram: 7.2%

  • New followers gained: 1,200+

  • Product mentions: 80+ organic story/reel mentions

Qualitative

  • Established ZOFF Foods as a trend-aware, consumer-friendly brand

  • Reinforced simplicity and relatability in content strategy

  • Proved that trend-jacking can be done without heavy spend or complex messaging

Today’s content landscape is not just about deep storytelling; it’s about smart timing and building connections. With #GoldenGlowWithZOFF, we tapped into a trending moment and let our community take the lead. It was the first campaign of its kind on the platform, and it proved that when content is relatable, the audience becomes your biggest creator.
-Akash Agrawalla, Co-founder, ZOFF Foods

 

Social Media Campaign UGC campaign instagram reels #GoldenGlowWithZOFF