Arla Foods sought to introduce UK consumers to the first branded range of Indian dairy products, aiming to position Savera Paneer as a versatile and high-quality ingredient in home cooking. The objective was to build awareness in the relatively untapped Paneer category, elevating its profile within the retail space and encouraging shoppers to discover new, diverse culinary uses for Paneer.
The primary challenge was to create a distinct, engaging campaign identity for Savera Paneer that would resonate across a wide audience, from seasoned cooks to those less familiar with Indian dairy ingredients. Given the competitive nature of the dairy category in UK retail, the campaign needed to capture attention both in-store and online, particularly within partner retailers like ASDA and Sainsbury’s. Another challenge involved highlighting Paneer’s unique qualities and encouraging consumers to consider it as a versatile choice, showcasing its potential in various recipes that could appeal to both traditional and contemporary tastes.
To achieve these goals, a vibrant, cohesive campaign was designed to inspire consumers to explore Savera Paneer as part of their everyday cooking repertoire. The solution included creating original recipes that demonstrated Paneer’s versatility beyond traditional Indian dishes, as well as sampling initiatives within ASDA stores to allow shoppers to experience the product firsthand. Art direction for a photo shoot and the creation of recipe cards, available both in-store and online, supported the campaign's culinary focus. Additionally, campaign-led social media and digital content were created to promote the product via Sainsbury's online shopper platforms, ensuring a consistent and enticing brand presence across both physical and digital retail environments. This approach established a compelling, consistent presence for Savera Paneer across multiple retail channels, inviting consumers to embrace it as a fresh, adaptable ingredient.
