COVID 19 - A Blessing In Disguise for GO Cheese
#HarTastyCheeseMeinGoCheese explores every cheese lovers fantasy
By Rachit Juneja
Jan. 16, 2021
“When it comes to the food industry, short video content showcasing the simplest and most basic dishes done differently - with a twist, is what I believe is a trendsetter in today’s day and age.” - Akshali Shah, Senior VP, Strategy, Sales & Marketing, Parag Milk Foods Ltd.
Parag Milk Foods Limited, established in 1992, is the largest private dairy FMCG Company with a pan-India presence. GO Cheese goes by the tagline “Make it Amazing” is a marquee brand and the largest product portfolio from the house of Parag Milk Foods. It is one of a kind and is made from 100% cow’s milk. It boasts of the largest international quality cheese range and 60+ variants. The company offers cheese in all forms, and is also the largest supplier of cheese to hotels, restaurants, pizza chains, and street food stalls.
Satiating the cheese cravings of millions of people, Parag Milk Foods is one of India’s leading private dairy companies. GO Cheese, their brand that is wholeheartedly dedicated to cheese, recently launched a campaign - #HarTastyCheeseMeinGoCheese. It narrates a story of cheese lovers enjoying the delightful and happy moments with the type of cheese that suits their palate.
We got in touch with Akshali Shah, Senior VP, Strategy, Sales & Marketing, Parag Milk Foods Ltd., to find out more about the #HarTastyCheeseMeinGoCheese Campaign, and here’s what we got to know:
On the Objective of #HarTastyCheeseMeinGoCheese:
“The campaign is an effort to educate consumers on GO Cheese being the key ingredient in their most loved dishes like pizza, fries and street sandwiches, which is being consumed almost every day, outside homes, at various QSRs & hotel chains. The campaign resonates with the business objective of the brand which is to increase its reach from QSR restaurants to homes, as everyone has tried GO cheese somewhere outside. It connects with consumers by highlighting how GO Cheese makes all their favorite meals tastier by being present in them in different ways and styles like grated, sliced, dip/sauces.”
Parag milk foods is an age old brand that has surpassed all hurdles of time since its inception. the brand came into being when no such thing as "digital" even existed. On how this period of transition has been:
“Since the advent of ‘digital’, we have always been keen on exploring its various facets. We have always tried to keep ourselves adept to upcoming trends, because of which we developed our first mobile application for Pride of Cows, seven years back. Digital and Influencer Marketing has opened doors to two way communication. A product like cheese has a long way to go in Indian households. We wanted to indulge ourselves into digital associations so that influencers try our products, make various dishes using them, and provide their reviews on the same. When influencers experiment with GO Cheese and share their experiences, consumers are intrigued by it. Just like it has become a norm to check reviews of the place you’ll be visiting next, consumers want to know more about our products and its usage, before getting their hands on them. Thus, Parag Milk Foods is constantly evolving and we keep adapting ourselves to digital trends, so the transition has been nothing but exciting for us.”
On the choice of influencers:
“We look at parameters like engagement rates, the kind of content they deliver and whether it matches the vibe of our brand. Our aim is to always incorporate a mixed batch of influencers - nano, micro and macro. For allowing creative freedom to the influencers we associate with, we believe in allowing them the onus to create and post content according to their own unique styles. If we take that away from them, the content will no longer look authentic and consumers will not be able to resonate with it. Apart from basic guidelines on talking points and how the product performs, we let them explore and experiment with the product in their own ways.“
For #HarTastyCheeseMeinGoCheese, the brand also launched a Television Commercial. Apart from influencer marketing in Instagram, we also indulged ourselves into Youtube Marketing.
COVID 19 has been a game changer for most businesses and industries. On the flipside, when it came to food products, we saw people experimenting extensively on new dishes on a daily basis. So for Parag Milk Foods, here’s what Akshali shared with us:
“The initial stage on COVID 19 was not easy. Initially, we were involved in fixing the operational challenges and pacing up the supply-demand setback. However, as time went by, we saw people experimenting with different food products on a daily basis. So, constant experimenting became a blessing in disguise for us, as more and more people started getting their hands on our Cheese in order to experiment and explore the various dishes that could be made using it.”
2020 was not an easy ride for most of us, but it has definitely been one of the best for digital content consumption. We asked Akshali about a recent trend that she thinks is here to stay and here’s what she had to say - “When it comes to the food industry, short video content showcasing the simplest and most basic dishes done differently - done with a twist, is what I believe is a trendsetter in today’s day and age.”
As evident from Sheeko’s Activity Graph and Brandscore Ratings, GO Cheese has been moderately active on digital platforms in the past on year, but since the advent of their #HarTastyCheeseMeinGoCheese Campaign, there has been a significant increase in their numbers.
Conclusively, in the coming financial year, Parag Milk Foods believes that #HarTastyCheeseMeinGoCheese has given them the confidence to invest more in Influencer Marketing Campaigns. Additionally, they wish to have longer associations with the influencers they collaborate with and fewer “one-time” associations, in order to maintain credibility and provide consumers more and more recipes to experiment with.
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