Since women, especially mothers, are core Elephant Atta flour consumers, the new integrated campaign plans to utilise their influence, alongside the brand’s own health credentials, to create a movement that affects not only individual households but also the wider community.
An increasing number of South Asians in the UK are at high risk of developing health conditions such as heart disease, blood pressure and diabetes. Elephant Atta’s campaign was launched at an exclusive event at London’s Chelsea Football Club on 2 March, and was attended by more than 60 special guests.
The new campaign will go live in early March with a national TV and point of sale campaign, leading into a wider integrated marketing campaign for the brand’s golden jubilee birthday in 2012.
Elephant Atta flour has also refreshed its pack to include a heart-shaped pink scarf around the iconic Mother and Daughter imagery. The new pack will also highlight the key health benefits of the brand.
Source: Elephant Atta & Premier Foods
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