Fresh Atta: Starting a movement to a healthy life

This case study describes how a challenger roti bread brand in Bangladesh, Fresh Atta, changed the conversation from product quality to health benefits in order to try to increase their share of a saturated marketplace.

Fresh Atta: Starting a movement to a healthy life

Bitop Das Gupta

Campaign details

Brand Owner: Meghna Group of IndustriesLead agency: Grey Advertising BangladeshBrand: Fresh AttaCountry: BangladeshIndustry: Convenience, readymadeMedia: Newspapers; TelevisionBudget: Up to 500k

Market background and cultural context

The phrase most commonly used by any Bangladeshi when asked about why they enjoy rice in their daily meals is: 'The meal is not complete and satisfying without rice'. Rice is a staple food that is deeply loved by the people of Bangladesh, and in some parts of...

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