CP FOODS
RESEARCH. Brand & Business Audit. Competitor Analysis. IDENTITY. Naming. PACKAGING. Pouch Packaging Design. EXPRESSION. Brand Collateral. Integrated Communications. Video. DIGITAL. Web Design & Build.
Background
CP Foods, a division of the Charoen Pokphand Group, a Thai multinational company with revenues exceeding $50 billion, and operations in 20+ countries was making its foray into India. CP Foods aimed to offer discerning consumers a delectable array of high-quality, protein-rich foods, including chicken, eggs, seafood, and other products.
Challenge
CP Foods was seeking to launch a line of frozen foods and a delectable assortment of ready-to-eat non-vegetarian and vegetarian products. The client’s overarching goal was to position these offerings as healthy, nourishing, and easy to prepare, for consumers. With tight timelines in the mix, CP Foods sought comprehensive brand-related support to ensure a successful launch.
Action
We worked closely with the CP Foods marketing team to meticulously plan, execute, and deliver an extensive array of branding assets. To bolster the brand’s proposition of “high protein foods,” we strategically appointed MC Mary Kom, an Olympian Bronze Medalist and the only boxer to clinch eight World Championship medals, as CP Foods’ brand ambassador. Over the course of our engagement, we developed a diverse range of brand assets. These included product names, over 30 pouch packaging designs, in-store brand retail displays, a website, and a television commercial featuring the remarkable MC Mary Kom.
Result
CP Foods’ products were well received by consumers as well as retail and trade distribution networks. The favorable reception of the CP Foods product range translated into rapid expansion for the business across Indian cities and set CP Foods on a path of immediate success.
