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Mumbai-based The Entire Fact launched a ‘Your Food Is Screwed’ marketing campaign targetting meals myths following its rebranding from ‘And Nothing Else’
Founder Shashank Mehta claimed the corporate has seen 50% progress in gross sales from its native on-line platform, with 1 Lakh natural customers via the marketing campaign
Made on a shoestring funds, the marketing campaign additionally resulted in The Entire Fact lastly launching on Amazon due to shopper curiosity, after months of relying solely on its native channels and retail gross sales
In 2012, when California-based males’s grooming startup ‘The Dollar Shave Club,’ launched its first-ever advertising video on YouTube ‘Our Blades Are F***ing Great,’ the message was clear and impactful. The model took the US market by storm. The video not solely went viral, however attracted hundreds of thousands of shoppers. Since then, the ‘less is more’ sort of campaigns have turn into a go-to technique for a lot of firms not solely within the US, but in addition within the Indian startup ecosystem with D2C manufacturers making an attempt to draw the creamy layer within the Indian city market with their quirky experiments.
On the flipside, there are laid-back campaigns like Cred’s ‘not-everyone-gets-it’ strategy, which apparently has been touted as the perfect marketing campaign within the ongoing IPL 2020. Advertising specialists declare that these low funds advertisements with big-name celebrities haven’t any promoting company behind them, however have managed to create loads of buzz. Not like DSC, Cred’s message is much from clear, however it drives curiosity to take a look at the app. Typically although curiosity is just not sufficient, the messaging from advertisements and promotions has to drive adoption that’s extra everlasting than downloading an app.
That’s what makes messaging and conveying the model narrative so essential within the D2C sport, extra so for FMCG manufacturers that need to compete with an entire lot of options.
Having just lately rebranded itself from ‘And Nothing Else‘ D2C FMCG brand The Whole Truth needed to do something to drive adoption for its new-look products. Talking about its first-ever ad campaign — called ‘Our Food Is Screwed — the company said that the idea was about getting the message out there so that everyone gets it without taking any leaps.
The Whole Truth founder Shashank Mehta told Inc42 that the company was hugely inspired by the direct message of ‘The Dollar Shave Club’ advert. “While Dollar Shave Club busted the myth around expensive shaving blade companies, we actually wanted to do it for the entire food industry, and bust the myth around companies claiming to produce healthy food options in categories like juices, cookies and chocolates etc.”
Not hiring fashions for these advertisements was a acutely aware determination in conserving the message as the principle focus. Therefore, the founder himself took the lead. “When you do not have a beautiful face to look at, you will focus on the message and not on the person delivering it,” quipped Mehta.
Produced on a comparatively shoestring funds INR 3.5 to four Lakh in collaboration with artwork studio Harkat Studios, your entire video was shot within the firm’s manufacturing facility. As Mehta mentioned, “everything was done inhouse, and there were no extras”.
The ‘Our Food Is Screwed’ advertisements resulted in 50% progress in gross sales, the founder claimed. On condition that The Entire Fact was a local and pureplay D2C model, that is large, he added. Prospects started trying to find the merchandise on ecommerce marketplaces too, even once they weren’t obtainable on the platform. So lastly, giving into this surge in market demand, the corporate listed its product on Amazon two weeks in the past. The startup is delivering near 4000 items of protein bars each day.
“We got more than 1 Lakh organic user base without paying a penny for it,” – The Entire Fact founder Shashank Mehta.
The Journey Of ‘And Nothing Else’ To ‘The Whole Truth’
Prior-to beginning ‘The Whole Truth,’ Mehta was a advertising exec at Hindustan Unilever and entrepreneur-in-residence at Insurgent Meals. In July 2019, he took the entrepreneurial plunge to begin ‘And Nothing Else’ with a imaginative and prescient of busting meals myths and inconvenient and deceptive meals labels. This was seen within the product design too — its protein bars talked about simply the elements used to make the product, and nothing else. That was the beginning.
With time, the founder realised that their mission was bigger than revealing the true nature of meals merchandise. He believes that your entire ecosystem was skewed, proper from labelling of the product, promoting, branding and your entire provide chain. “Our ‘And Nothing Else’ was just addressing one part of the problem, but we wanted to re-brand ourselves to solve the entire spectrum of problems.”
Its merchandise are totally manufactured and the operations managed from the identical facility in Mumbai. “Initially, we did try to find partners, but then we realised that no one in the industry is good to make as clean a product as we make,” he added.
In addition to The Entire Fact, a number of the different FMCG D2C manufacturers within the well being snacks house together with Forbidden Meals, Yogabars, Myprotein, Choko La, RiteBite, Rine, Eat Any Time amongst others.
In line with meals specialists, any packaged meals no matter firms claiming to be pure, natural and gluten free is just not totally so. Mehta added that buyers are solely simply waking as much as the truth of the meals trade and given the chance to rewrite the availability chain guidelines, ecommerce-first manufacturers can disrupt classes extra simply at the moment. However that additionally means extra competitors.
“This is the best time to build a brand based on the truth because consumers are paying for the truth, and you can deliver the products to them directly,” he added.
The rebranding to The Entire Fact is linked to future growth into different meals areas. “We are clear if there is any category of food where we believe consumers are being lied to or being told half-truth about their food, we are going to launch products in that category and ensure it is tasty.”
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