Panetteria, the latest addition in the Balwa Group, launched its first ever digital campaign. The brand offers ready-to-bake frozen products in the Indian market. Panetteria aims to deliver quality, efficiency and taste to the consumer, which has been effectively conveyed via the #BakeItEasy campaign.
Our approach was to create content that is thumb-stopping, yet effective. The campaign aimed at establishing the brand's promise of convenience. The kitchen struggle is real when you don't know how to cook. Right from kneading dough to jostling with a mixer-grinder and slicing through onion-tears every time whenever you enter the kitchen. We chose four relatable situations which Indian women constantly face while cooking. Each of the advertisements begin on a serious note: "one out of every three women" - a setup that clearly gives the impression of a campaign for women's rights. That is, until it reveals the product with a quirky end. The campaign managed to capture a viewer's attention and hold it with a comical twist. Of course, if you're looking for a quick way out of these sweat and tear situations, the solution is to #BakeItEasy with Panetteria.
The campaign was a huge success in terms of brand awareness & engagement: