Hindustan Unilever: Little Farmers of Kissanpur
Lowe Lintas and Partners, India
Kissan Ketchup had more than one challenge at hand - not only from a de-growing ketchup category and rise of cheaper sauces & private labels, but also from a wide array of homemade 'chutneys and pickles', which are freshly made with natural preservatives and are perceived to be healthier.
To differentiate it from price warriors and drive its natural story Kissan Ketchup has been communicating 'made from 100% real tomatoes'- but while its loyal users know and value this, the non-users are not convinced. Hence to drive...