Ready to Eat brand feeling insecure due to Zomato, Swiggy

There are two types of customers Gits Food most likely caters to – the health-conscious tribe who stay away from all things packaged and the convenience-seeker who is not too bothered about the ‘no preservatives’ tag as long as they get hot, tasty snacks/food when they need it. We wonder if the brand could possibly have a separate spin-off on the ‘no preservatives’ premise and target the former through relevant platforms. But would that help the brand compete with well-established players in the RTC market such as MTR Foods, Kohinoor, McCain Foods (India), Nestle (Maggi), and ITC India?

Conceptualised by Lowe Lintas, the digital films are for the Ready Meals, Cup Poha and Open & Eat products and are live across YouTube, Facebook and Instagram.

The films broadly talk about three situations –

a. When only cold stuff is available and the customer has the urge to eat something hot and possibly desi, excluding noodles,
b. Packaged food is generally filled with preservatives and is hence unhealthy.
c. There are times when food delivery apps (Swiggy, Zomato etc.) let you down for whatever reason.

Incidentally, this reminds us of the Ranbir Kappor – Paresh Rawal Coke ads Will people be organised enough to stock up on their favourite food or will they have last-minute panic attacks? We can all agree that nothing beats tapping an app to have food brought to one’s doorstep, right?

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