Perfetti Van Melle's Alpenliebe Juzt Jelly takes video content and UGC route to promote brand

Perfetti Van Melle’s Alpenliebe Juzt Jelly has announced its collaboration with India’s leading culinary experts to curate recipes using Alpenliebe Juzt Jelly as an active ingredient. The digital campaign will see a line-up of chefs such as Amrita Raichand, Saransh Goila, Shipra Khanna, Ajay Chopra, Meghna and Kanak, who will come together to create innovative recipes using Alpenliebe Juzt Jelly.

Alpenliebe Juzt Jelly is made of 25% fruit pulp and hence its soft juicy texture lends itself well to be used as a food ingredient in recipes. The selected chefs are considered popular household names in India and exert great influence on food enthusiasts across age groups. The recipe selections will range from quick snacks, desserts and cakes, to even refreshing summer coolers and mocktails. The brand will also run a digital campaign, inviting consumers to share different recipes using Alpenliebe Juzt Jelly. The shortlisted recipes will be featured on the brand’s social media assets.

Synergising with the core brand ethos of Alpenliebe Juzt Jelly of ‘family to get together and have fun’, the campaign rollout will be supported by communication built across the core message of ‘Family mein masti chali’ – positioning Alpenliebe Juzt Jelly as the “Enabler of family fun”.

Through the campaign, Alpenliebe Juzt Jelly endeavours to revive the significant sentiment of sharing fun and food for families over delectable dishes, which cater to the taste of all the members. The chefs will call out to the Alpenliebe Juzt Jelly community to don their chef hats and dish out recipes of their choice using the jelly. The shortlisted recipes will be recognised with exciting prices for the consumers every month. 

Rohit Kapoor, Director Marketing of Perfetti Van Melle India, said, “Fun over food has always been an integral part of the Indian family dynamics and our country abounds with as much cooking talent as with audiences craving innovative and distinct recipes. Through this campaign, we wanted to ignite conversations, creativity and memories with Alpenliebe Juzt Jelly at the centre of it all. Collaborating with the most creative names in the food industry will definitely encourage our consumers to join in and explore the joyous facet of creating recipes with Alpenliebe Juzt Jelly. This interesting route of food integration to drive brand appeal is an extension of our endeavour to continue delighting our consumers.”

The digital video: