Following the Maggi disaster, ITC has come up with an advertising campaign. This campaign emphasizes on the quality and safety of the Yippee noodles that ITC sells under the Sunfeast brand.
VL Rajesh, the Divisional Chief Executive of ITC’s Foods Division stated that the noodles segment has faced a huge impact due to the recent spate events. ITC has felt that it is very important to clear the confusion and restore the consumer trust in this segment. He also stated that on conversing with the consumers in a transparent manner, the reassurance can be instilled. The campaign is aimed in providing the same.
The Sunfeast’s Yippee noodles advertiser is a leading one in the instant noodles market segment. It went air after the concerns regarding the safety of the Maggi noodles from Nestle and other such brands are increasing. The new commercial for the Yippee noodles was created by the advertising firm Ogilvy & Mather. It shows the factory where the product is manufactured. This commercial is telecasted on kids’ channels, music channels and general entertainment channels.
Regarding the same, Rajesh stated that the campaign is augmented further by the YAWA (You Ask We Answer) initiative via different media. This campaign highlights the uncompromising commitment of Sunfeast Yippee noodles brand from ITC on quality and safety. It also showcases the brand’s contemporary manufacturing facilities and rigorous testing protocols.
As per a distributor of the Yippee noodles in the district of Leh, the sale of the Yippee increased by four times. Earlier, 1,000 cases with 96 packets of Yippee noodles in each case were sold. After the Maggi controversy and ban, 3,000 cases of Yippee noodles were sold. In August, this sales figure has reached 4,000 cases that increases the sales of the product and its acceptance among the consumers.
