Freshwrapp is a brand from the Consumer Products Division of Hindalco Industries Ltd., which is a part of the Aditya Birla Group. Established in 1958, Hindalco is a global leader in aluminium and copper. This metals powerhouse has a consolidated turnover of USD 14.8 billion, which places it in the league of Fortune 500 companies. It is the world’s largest aluminium rolling company and one of the biggest producers of primary aluminium in Asia.
A website that would showcase their product and stand out when compared to other aluminium foil websites. They wanted a targeted campaign that would promote their product in collaboration with the Joy of Giving (Daan Utsav) festival.
While designing the website, our aim was to move beyond the utilitarian, and connect with the emotional aspect of the brand. With communication like ‘Mom’s food and love, both served fresh’, ‘The Mommy Guarantee’ and a recipe section, the website is a global benchmark – in terms of design, communication, user experience and product features.
Taking up social media for a cause, Fountainhead Digital conducted an 8-day social media campaign for Freshwrapp. The aim was to celebrate the Joy of Giving while simultaneously giving Freshwrapp’s audience a wonderful product experience. The idea behind the Daan Utsav campaign was simple, yet effective: share food wrapped in Freshwrapp foil with the less fortunate, and share an image of the same with us.
This campaign generated high levels of engagement, with the Facebook page hitting 17,000 likes in just two days! Not only this, the page created over 3,55,000 impressions and resulted in 34,000 engagements.