How a popular Basmati rice brand made a successful entry into the healthy food segment through a sustained and consistent PR strategy
In 2018 India Gate, the world's largest manufacturer of Basmati rice entered into the health food segment with the launch of 4 products - Chia Seeds, Flax Seeds, Quinoa, and Sprouted Brown Rice.
Known predominantly as a rice brand, consumers had to be educated about the new range.
Moreover, they had to reach out to a different segment of the audience that was more inclined towards health and wellness and were either already into healthy eating or looking to make healthy dietary changes.
Matrix PR was tasked with the following communication objectives:
To effectively build and strengthen the message on the new offerings from the brand in the UAE
To generate media focus on the new healthy product range namely Quinoa, Chia Seeds, Flax seeds and Sprouted Brown rice
To create top brand recall amongst the target media in the region to gain preference over other competitors
To create goodwill for the brand amongst target media and audience
Strong association of the brand with Basmati Rice hence it was tough to educate the target audience about its entry into the healthy food range
Lack of connect with western expats
Building trust and credibility within the media and consumers
Strong legacy and brand equity. High quality and competitive pricing.
Well established brand name within the Asian and expatriate communities.
Evolving lifestyles and consumer preferences towards healthy food items.
Media open to covering brands that promote healthy lifestyle.
The agency formulated a strategy anchored on four key areas – Value, Viability, Variety and Virtue.
Positioning through image building
Awareness through media relations
Visibility through events and collaborations
Industry Stories, comments from spokesperson and nutritionists in publications covering lifestyle news.
Over 52 print clippings in Tier 1 titles including Gulf News, Khaleej Times, Kul Al Usra, Al Khaleej, Dubai Eye, Entrepreneur ME, etc.
Over 900 online clippings
We collaborated with over 100 English and Arabic influencers
A reach of over 8 Million