Z Macaroni

The Brief

• Drive preference as part of regular food habit

• Establish Z macaroni as a healthy and tasty Italian food item for evening snacks and meals

• 6-month campaign plan inclusive of both ATL and BTL

About Z Macaroni

• Italian origin• Pasta in three different shapes –

oyster, screw and ring• 400g @ Tk.65 and 200g @ Tk.35• Price advantage over competition

Campaign Objectives

• Create awareness• Create brand preference

TG

•Demographic:Age: 6 years to 60 Years

•SEC: A & B•Psychographic:

Lifestyle: Office goers, health conscious housewife.Personality: Optimistic, reliable, authoritarian

•Behavioural:Readiness Stage: Unaware, intending to buy.

Consumer H&A

• Macaroni is not as popular in the households of the TG as noodles

• Macaroni is perceived to be a foreign/Italian food and more care is taken when choosing a pasta/macaroni brand as consumers who are a bit discerning like to go for foreign brands

• Z macaroni is used because of its availability• For evening snacks, the TG go for fried foods

(shingara, samosa, fried chicken, Mughlai paratha, etc)

Competition

Competition

What’s the Block?

• Z is known as a Pakistani brand; not perceived to be Italian to those who already have the habit of making pasta at home

• Macaroni is not part of the regular food habit

What would change the consumer perception and habit?

• Encourage healthy Z macaroni instead of fried/fast foods

• Ways to cook Z Macaroni to drive usage for those who are at the unaware or intending to buy stage

• For those who are already in the habit but select a foreign/Italian brand, have Z macaroni endorsed by an Italian chef

What would change the consumer perception and habit?

Make way into the snacks category

Make way into the meals category

Attack fried foods and show how healthy is boiled Z macaroni

Endorsement and recipes from an Italian chef to lend credibility and trigger usage

Influence TG at the

unaware/intending to buy

stage to make it a regular

habit

a) Influence TG already used to macaroni but

reach for foreign brands

b) Move TG from snacks to meals

space

What’s the main idea?

Say No to fast foods and Yes to healthy Z Macaroni!

Z Macaroni brand should primarily stand for Health and Hygiene.That the food is from an Italian origin should be the secondary task of communication and an endorsement by an Italian chef will create greater association with Italy.

TouchPoints

Campaign calendarWhy? Where? May June July Aug Sept Oct

Build awareness TVC

Build awareness RDC

Build awarenessInduce trial

Press with recipes

Awareness and preference

Branded cooking show on TV

Awareness FB recipe contest

Create preference Colony activation with Italy-trained chef

Awareness EDM with recipe

Long-term brand building and preference

Z Kart (roadside carts where 3 main dishes cooked with Z to be served)

Year-round

Create preference Chefs Meet – can be either on-ground or digital

Alternate campaign suggestions

• Tie-up with olive oil brand and offer CP of 200g Z Macaroni free

• Tie-up with Tupperware agents to promote Z Macaroni

• Z Kooking Klub – area-based cooking lessons for both men and women held in Dhaka Club, Uttara Club, Gulshan Club, as well as in community halls inside apartment blocks

Thank You!