AdEx To Make Inroads In India With Ready-To-Cook Brands
According to an article published in e4M, in the month of June 2001, a digital campaign was launched by McCain Foods called Snack-O-Clock. It was based on the different snack-time occasions in Indian households during the lockdowns of Covid.
McCain is well known around for its marketing strategies not only amongst the marketing fraternities but also amongst the consumers as well. The marketing campaigns of McCain for Potato Products, Frozen French Fries, and Desserts quickly evolved expanding across OTT, TV, on-ground activations, and influencers as well. McCain had been the biggest advertiser across the TV channels in FY22. Be it in terms of statistics achieved from TAM or advertising expenditure, McCain has been in the lead.
But, currently, it is not McCain alone but many tops, frozen and ready-to-eat brands in India are spending a huge amount on their advertising across the TV and digital media. According to TAM data, which has the analysis reports of more than a hundred advertisers made in the year 2020 to 2022 states that the brands are keener on spending huge amounts on TV and digital media advertisements. The expenditure of advertisements in the print media, and radio has remained dismal and static over these past few years.
Godrej, Amul, Sri Bajrang Alliance, Elite, Tyson, Baramati Agro, and Olive from Spain has been a few of the biggest advertisers on TV. While the digital domain was ruled by Pesca, ID Fresh, Vezley, Nupa, and Sugna Food.
Greater Impact Of Growth Leading To Higher Marketing Expenditure
According to a report published by IMARC, the size of the frozen food market in India is likely to touch rupees thirty-five thousand three hundred crores by the year 2028 at a CAGR of 16 percent. This market includes frozen fruits, vegetables, meat products, and vegetable snacks as well.
Busy work lives and a change in the taste of Indian consumers have made them adopt frozen food culture like many parts of the world. And this trend of frozen food habits has kept growing in the Indian market even after the pandemic lockdowns have got over and life has turned to become more or less normal.
While it was the effect of aggressive marketing strategies in different parts of the world that made the concept of frozen foods immensely popular, now, the Zen Z too has seemed to have adopted this culture in India. They easily spend extra bucks on innovative and convenient food items.
Visual Ads Have Played A Major Role In The Appeal Of The Foods
Multiple research reports have stated that advertising visuals leave a greater impact on the anticipation of texture and taste in the minds of consumers. And this is why visual advertising has become not only more important but also effective in creating the persuasion and desired perception for the food category. The growth of advertising content across various digital and TV mediums has been key in delivering the brand message in the minds of consumers about the new culture of frozen food consumption in households.