MEADOWLEA

Objective

To create awareness among consumers through an ownable, emotional and nutritional platform and thereby drive consideration and induce trial.

Target consumer

Mums who are aware of the challenges in life for their children and want to see them well-rounded. She wants to give the simple pleasures of childhood, by creating memorable moments that she is confident he/ she will remember for a lifetime.

Key Insight

“I want my child to remember me in many special ways, but I sometimes worry whether what I do today will stay with him/her forever.”

The Idea

Mother & Daughter cooking routines have a ripple effect on developing traditions that last generations.
By tapping into this emotional benefit Meadowlea highlights the importance of creating memorable meals with the taste of home with children.
This helps to spark our consumer’s confidence, a sense of belonging and self-satisfaction of being an all-rounded parent.

Creating Memorable Meals with the Taste of Home

“සෙනෙහසින් මොහොතක්”

(Translation: A moment of affection)

Emotional Benefit

To create memorable meals with the taste of home that my children will remember forever thereby I feel confident,
a sense of belonging, pride and self-satisfaction.

TVC

Storyboard

Print Media

Creating brand awareness through highlighting the importance of “Sunflower oil”
This helps to position the brand with healthy.

Evaluation

20% growth in overall brand awareness.

Production and Sales

During 2019, Meadowlea produced and sold 3 metric ton per month.
After the campaign period (2020 Feb), growth of the production and sales increased up to 220 metric tons per month.

*These results combine the effect brought by all the additional marketing strategies
(e.g: social media campaign, sampling and regional promotional) used during this campaign period.

Brand | MEADOWLEA
Client | PYRAMID WILMAR (PVT) LTD
Creative Agency | AMK PTE LTD
Production House | FILMAGEMEDIA PTE LTD

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