We at Kissan, one of the leading tomato ketchup brands in India, were facing a challenge of convincing the non-users and users of smaller local discounted brands to believe in our product truth of ‘made from 100% real tomatoes’. The conviction in our product truth was required to differentiate the brand in otherwise parity market, and also increase its consumption.
We did not want mere awareness, we needed belief. And we knew, to become a belief the consumer must conduct or witness the act himself; just an advertising claim wasn’t enough.
Consumers attribute the quality of ketchup to the quality of tomatoes that make it. We were confident about the quality of our tomatoes. Now, we had to make the consumers discover it.
So, we made our ketchup bottle the centre of all activity. We re-designed the bottle cap to carry tomato seeds that consumers could grow at their homes. This cap also served as a mini pot in which one could grow the tomato sapling. The experience we created convinced moms that Kissan was the right thing for their kids. The activity was capped with a motivation for participation – kids with the best grown plants would get their face featured on the Kissan ketchup bottle.
Kissan’s consumption grew 2.5 times the category as against the target of twice the growth of category. Value and volume shares in key markets increased by 230bps and 290 bps respectively, while all India Kissan increased by 60 bps and 40 bps respectively.
(Source: AC Nielsen Retail Audit Report 2012-2013 and IMRB Consumer Panel Data 2012-13)