Living Foodz, a food and lifestyle channel, has rolled out a campaign comprising three three films conceptualised by Scarecrow Communications. The campaign reinforces the channel’s philosophy of ‘Making food fun'.
All three films follow a similar pattern. In one of them, a Detective Smith calls a lady at her home. She has hired him to trail her husband. He tells her that her suspicion has proven right – her husband was spotted with a 'hot girl' in an Italian restaurant, sharing a pizza. To his surprise the excited lady's subsequent questions are all about the pizza – the crust, the toppings, et al. The message is: 'Obsessed with food? Watch Living Foodz channel, Where food is fun.'
Another film in the series features a food-obsessed doctor and his patient, while a third features a lady calling her foodie husband to inform him about her accident in his new car.
Amit Nair, business head, Living Foodz, said, “Living Foodz is the undisputed leader in the food and lifestyle genre and as we move into our second year, we will continue to live up to our motto of ‘Making food fun’. While crafting our campaign, we zeroed in on the theme of 'Food Obsession' as this is extremely relevant and relatable to audiences across the country. The ‘Obsessed with Food’ campaign amalgamates the elements of fun and food and conveys our channel’s ethos effectively. We hope to strengthen the connect with our viewers through the campaign.”
Arunava Sengupta, founder director, Scarecrow Communications, said, “We wanted the TV campaign to accentuate and take forward the brand's promise of making food fun. Hence we consciously moved away from conventional kitchens and cooking and chose to focus on kindling emotions that food evokes, thereby bringing a smile on people's faces.”
Raghu Bhat, founder director, Scarecrow Communications, added, “The reality is that people spend a lot of time thinking of food. This campaign is a not a mere depiction but a dramatisation of this reality. Entertainment is a key ingredient of the Living Foodz programming recipe and therefore, the campaign uses lighthearted humor to tell stories based on obsession with food.”
The campaign will be spread across digital, social media, radio and will also have a 'comprehensive PR programme'.