CP FOODS
RESEARCH. Stakeholder Interviews. Brand & Business Audit. Competitive Analysis. IDENTITY. Naming & Tagline. Packaging EXPRESSION. Collateral. Integrated Communications. Video. DIGITAL. Web Design & Build.
Background
CP Foods is the foods division of one of the world’s largest conglomerates – Charoen Pokphand Group, a Thai multinational corporation having revenues of over $50 billion, and investments in over 20 countries. CP Foods commenced operations in India with a vision to provide consumers with high-protein food sources, offering frozen chicken, eggs and seafood, as well as a wide variety of vegetarian and non-vegetarian ready-to-eat products.
Challenge
CP Foods needed to launch its complete frozen and ready-to-eat range, positioned as healthy, high quality, protein-providing foods. The company needed an exhaustive branding program including product naming, packaging design, marketing collateral, in-store retail designs, a website and advertising services – including the creation of a television commercial and media plan, all of which needed to be executed within 60-90 days of engagement.
Action
Due to the time-sensitive nature of the project and the sheer number of deliverables, our team worked hand-in-hand with the CP Foods Marketing team to create and deliver the entire program on-time and on-budget. Indian Olympian boxer and Bronze Medal winner at the 2012 Games – MC Mary Kom was roped in as brand ambassador, quickly helping associate the brand as one that satisfies the daily protein needs of consumers. Key highlights included pouch-packaging designs for over 30 products, brand brochures, in-store retail displays, an interactive website where consumers could get information about the company and its product-line ,converse with CP chefs and get recipe ideas, as well as a launch television commercial featuring MC Mary Kom.
Result
The CP Foods launch was a stellar success and the brand has already created a strong impression in the marketplace. The company’s distribution network has been expanding quickly and consumers are trialing new products at a rapid clip. The agency team was specially appreciated by CP Foods’ global senior management who were extremely impressed with the quality of the branding program.
