Tech-first fresh meat and seafood brand, Licious, has rolled out a new digital campaign ‘#FasterChef’. The film features actor, director and podcaster Kunaal Roy Kapur and shows how sharing good food with friends is a joyous event, even when they arrive unannounced. Tilt Brand Solutions has conceptualised the campaign.
The #FasterChef film stems from the insight that meat lovers are not just happy with ‘master chef’ quality food, they also need it to be served on-demand.
Simeran Bhasin, VP brands and new venture, Licious, said, “As a brand that celebrates the love for meat, Licious is committed to making cooking and eating at home a joyous experience. Our ready-to-cook (RTC) range of products provides authentic taste, without the use of any artificial additives, for the most memorable gourmet experiences in a completely hassle-free and swift manner. The latest digital campaign talks just about that. Our consumer research also indicates how the young and the savvy are discovering the joy of a hearty homecooked meal. Millennials are the new gastronauts – keen and dedicated admirers of great food and we are now engaging in active conversation with them. Men are also a large part of the gastronaut demographics. You can see that being reflected consistently through all our communication. The new ad films are fun and engaging, which are sure to entice the young and the young-at-heart alike.”
Shriram Iyer, chief creative and content officer, Tilt Brand Solutions, said, “Licious RTC helps anyone put together a delicious platter within minutes. This very clear and solid proposition allowed us to leap to a simple idea #FasterChef. When a bunch of friends drops in uninvited and makes demands of the host Kunaal, he surprises them with his culinary skills. He produces meaty delights within eight minutes and shocks his buddies. He then further shuts them up by coming up with the title #FasterChef for himself. The film also places Licious RTC in a familiar urban milieu – the banter between friends laced with repartee allows for an easy and organic landing of the product message and the brand's promise ‘For the love of meat’.
The campaign is targeted at a national audience through digital media and brand assets.