Experts laud effectiveness of Chivita 100 per cent breakfast campaign
The ongoing #BreakfastwithChivita100% campaign, which has trended for months on the social media platforms and enjoyed positioning on strategic out of home platforms as well as a blitz of television advertisement on terrestrial and satellite channels is a pointer that it is key to prepare a good communication campaign.
With its key message of making breakfast complete with Chivita 100% Fruit Juice gaining traction, the brand has through effective communication endeared itself to consumers by offering a highly attractive value proposition.
Speaking on the effectiveness of the breakfast campaign, CHI Limited Head of Marketing, Mr. Probal Bhattacharya said, “Of importance to our robust communication campaign is the need to engage consumers through effective platforms and offer a value proposition that is in tandem with their needs.”
“We have done this in an efficient way, and our indicators of success is the increased awareness and growing consumer trend of making Chivita 100% the preferred beverage for their varied complete breakfast diets at homes, schools, offices and restaurants across the country,” he added.
Commenting on the effectiveness of the campaign, brand consultant with Wingplus Communication, Ikem Onyeka, noted that a communication campaign succeeds when the brand owner is able to persuade consumers that the brand has benefits that they want or need; hence, it is not every time a brand achieves the objective of exciting the consumer in ways that ignite conversation.