The Hindu Business Line : ITC Foods to take Sunfeast to schools

IN a bid to reinforce its brand on kids, ITC Foods Ltd will soon cover more than 1,000 schools across the country as part of its Sunfeast school programme.

"Our learnings corroborate the fact that brands register better among kids compared to adults. Learnings from our biscuits track revealed that spontaneous recall of Sunfeast among kids is about three times more than their mothers," said the ITC Foods Division Chief Executive, Mr Ravi Naware.

Considering the need to garner visibility among kids, the company has earmarked around Rs 20 lakh for this below-the-line project and their target is to reach 1 million kids across these 1,000 schools.

"A close coordination between the brand owner, the ad agency, the media agency and the sales team is necessary to maximise the benefits of any kids promotion," Mr Naware said, adding that ITC Foods has tied up with both direct marketing agencies and above-the-line agency for this particular promotion.

While the ad agency employed for Sunfeast is FCB Ulka, the below-the-line marketing initiative has been executed by various direct marketing agencies, including the Delhi-based Kidstuff Promos & Events.

"The objective was to build salience for the brand and familiarise the kids with the Sunfeast brand world and the Sunfeast mascot. This mascot has been successful with kids since they all enjoy interaction with the mascot," Mr Naware said.

The Sunfeast school programme focuses on building the children's creativity through an opportunity to paint and win prizes. The interest in such programmes are introduced by leveraging the Sunfeast mascot and by conducting magic shows.

The Sunfeast mascot is an animated figure of the Sun suggesting contentment, satisfaction and pleasure one would derive from the biscuits.

ITC Foods has also introduced a similar below-the-line programme for its Candyman confectionary. The brand has used cartoon character Scooby Doo as a freebie with every candy.

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