• New product launch
• Brand Building
• Influencer Engagement

1. Research and Positioning:

• Conducted thorough research on the Indian consumer market, identifying gaps where Feta cheese could fill a demand for premium yet affordable cheese.
• Positioned the product around the narrative of health and versatility, emphasizing its cow’s milk composition, which catered to the tastes and dietary preferences of Indian consumers.
• The affordability factor was highlighted as a key differentiator in contrast to expensive imported cheeses, making it accessible to a broader audience.

2. Media Engagement:

• Focused on building a media strategy that centered on the product's health benefits, affordability, and versatility.
• Press releases, media samplings, and tasting sessions were organized for prominent CAT A print publications and digital media platforms.
• Thought leadership articles were pitched to food, lifestyle, and health publications, where experts discussed the growing demand for cheese in India and how Feta cheese from “The Company” fits into the evolving consumer palate.

3. Influencer Engagement:

• Collaborated with food influencers, chefs, and home cooks to create third-party recipes featuring Feta cheese, which were shared on social media platforms and food blogs.
• Organized preview events and influencer tasting sessions to create organic buzz around the product launch. Influencers shared their experiences with the cheese, focusing on its taste, texture, and potential culinary uses.
• Partnered with well-known home chefs and food bloggers to create recipes incorporating the Feta cheese, which were shared during key festive periods, aligning the product with celebrations and everyday cooking.

4. Social Media and Digital Strategy:

• Amplified the campaign through social media engagements, using platforms like Instagram, Facebook, and YouTube to share influencer-generated content and recipes.
• Developed and shared easy-to-make Feta-based recipes tailored for the Indian kitchen, appealing to both novice and experienced home cooks.
• Created ongoing content that showcased the cheese's versatility in different cuisines, from Mediterranean to Indian dishes, broadening its appeal.

5. Retail and In-store Promotions:

• Partnered with modern retail stores to ensure prominent shelf placement for Feta cheese, combined with in-store promotions to encourage trials.
• In-store tastings were also arranged, where consumers could sample the product firsthand, with recipe cards provided to encourage home experimentation.

• Extensive Media Coverage: “The Company” received significant coverage in leading CAT A print publications and digital platforms, reaching a wide and diverse audience.
• Influencer Engagement Success: Collaborations with influencers and chefs broadened public perception of Feta cheese, with recipes and content being shared extensively, sparking consumer interest.
• Retail Success: Within three months of the product launch, Feta cheese saw rapid uptake, selling out in modern retail stores across India. This demonstrated the effectiveness of the PR and influencer engagement strategy in driving both awareness and sales.
• Brand Building: “The Company” successfully established roots into the B2C market, establishing itself as a trusted and innovative brand in the Indian dairy segment.