MAM takes content route to marketing

MUMBAI: has taken the content route to talk about everything food related with the launch of their very own magazine ‘Food For Thought’. The magazine is anchored around interesting global food trends and has been produced with the help of agency, DontBeContent. It will be published once in two months and shared with top customers of the brand.

Good food being the key focus, the brand constantly endeavours to offer something new to the customers. The magazine is a step further to delight, engage and interact with their larger customer base. CEO Rashmi Daga said “Our motto is to delight customers with taste and provide them with an array of interesting experiences connected in some way to food. FreshMenu as brand brings together several aspects of lifestyle like travel, health and the appetite to explore the unknown. We understand the pulse of modern Indian customers. Hence, ‘Food For Thought’ will be a medium to start a deeper conversation with them and further fortify our effort to bring something exciting to their plates. Innovation and being unconventional is in the DNA of the brand and this magazine is yet another step in that direction.

Adding to this, CMO Aparna Mahesh said, “We don’t believe the traditional marketing models will be adequate for our brand since most of them focus mainly on acquiring new customers. We have built a very strong loyal base since our inception and a large part of our marketing efforts are channelled towards retaining them. How do we engage them in more meaningful conversations around our offering? From this perspective, Content becomes the hero in our plan. And when the category is as exciting as International cuisine, we have the ability to create very stimulating and diverse content that will hopefully resonate with our customers as well. ‘Food For Thought’ is our first step towards achieving that.”

Talking about her experience on working with the brand and process of curating the magazine, Shveta A Sahu, Co-Founder at DontBeContent said, “Very few people know the kind of work which goes behind a brand like FreshMenu. The entire process of curating a new menu every day and giving a twist to global cuisine to meet the Indian palate is extremely fascinating. Modern Indian consumers are hungry to know about global food, ingredients, trends and cooking process. Considering FreshMenu is an app-based service, it’s impossible to exhibit all these though the app or the website. A magazine hence becomes a great medium to communicate this. We were impressed with the clarity the brand team has in terms of what works with their customers. They are focused about providing good global food to their customers. We would sum up our experience of coming up with ‘Food For Thought’ extremely enriching and are confident of receiving good response from the customers.”

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