Cadbury takes content route to build awareness around Cadbury Dairy Milk Spready

To build awareness around Cadbury Dairy Milk Spready and its proposition that it can make every snack fun and Cadburylicious, Cadbury has launched a series of recipe videos in partnership with Gobble in order to reach out to its target audience. The brand has also started building a repository of content on its website: www.cadburygoodnessrecipes.com and will decide on the future course of action after evaluating consumer response on the content initiative.

Anil Viswanathan

“The content route is one of the best ways to reach out to the right TG and demonstrate the product usage and proposition in a way they are accustomed to. While there are multiple other brand activations on the anvil, we believe that content partnership with platforms such as  Gobble can build brand salience among the right set of consumers,” Anil Viswanathan, Director, Marketing (Chocolates), Mondelez India, told BuzzInContent.com.

Cadbury Dairy Milk recently entered the growing spreads category with the launch of Cadbury Dairy Milk Spready. With this launch, India’s favourite chocolate brand now also moves into the kitchen consumption segment, transforming (sometimes) mundane everyday snacks into tasty, tempting and indulgent experiences and at the same time, providing the goodness of milk proteins and calcium.

Talking about the objective behind the initiative, Viswanathan said, “Cadbury Dairy Milk Spready brings the much-loved Cadbury Dairy Milk taste in a format that can aid such experimentations on a wide array of dishes ranging from breakfasts to evening snacks and desserts. We are definitely looking at developing content which can demonstrate various ways of using Spready and spark ideas among consumers for their next dish.”

The multiple dishes created by Gobble across categories with Spready will showcase a variety of ways that people can use Spready and build awareness for the new product. Gobble has already released seven videos of this multi-video deal and amassed over 7.4 million views on Facebook and Instagram.

Sonalika Mehra

Sonalika Mehra, Manager, Gobble, Pocket Aces, said, “We focus on creating recipes that will garner the most amount of engagement from the audiences, so we create dishes that people find relatable and accessible. We conceptualised this campaign to showcase the versatility of the product via various ways it can be used. We have included dishes that are fun but yet easy to make, driven by the insight that people want to watch recipes they can replicate easily at home.” 

Gobble will follow a data-oriented process where it will use the audience's feedback and viewing behaviour to understand the kind of recipes that they will enjoy the most. Based on those insights, it has customised each recipe that can be made using the brand's products.

Vishwanathan said that the beauty of platforms like Gobble is that they are not bound by demographics but by interest, so the TG would be everyone who is keen to know more about food and different recipes. “We are currently leveraging the organic reach that Gobble provides and also promoting some of the content pieces through our brand handles,” he said.