Healthfit: Creating a healthy bottomline

Objective: To create a differentiated proposition for a new brand of edible oil in a parity market

Responsibility: TOCL –Tinna Oils and Chemicals Ltd., a manufacturer of edible oil (Sun, Soya and Groundnut) and a bulk supplier of edible oil to a few of the popular brands in the country wanted to launch their own edible oil brand and mark their presence in retail markets.

The Challenge: A new launch in a mature market. The market was mature, where every existing brand occupied different health benefits. To top this, Tinna had 4 brands for different oils – Grofit, Suryafit, Sunfit, Soyafit. Seagull's challenge was to establish the brand with a strong reason to buy which was unique and never offered before.

The Solution: The Birth of Healthfit
Seagull recommended doing away with all different brands and having one single brand Health Fit (this communicated upfront the singlemost benefit of the oil) for the different types of oils. The nomenclature would be different for the different oils.

In addition, a magic ingredient story of Vitamin A+D+E was introduced in all communication. Thanks to the balanced mixture of these vitamins, the oil worked on the well being of the entire body as opposed to other oils which worked only on certain parts.

To take the health wellness association further and to create a creative clutter breaking experience, imagery of yoga was used extensively.

A complete 360 degree communication plan was developed for the launch: TV was used to create the awareness, further supported by aggressive in-shop merchandising like wall pillars, counter faces, etc. and sampling.

After the launch, this association was carried forward by recommending sponsorships of yoga clubs. 

Result: Trade confidence shot up. New retail outlets were opened and significant increase in volumes was posted.