Mother’s Recipe redefines the universal language of love with new tagline “Taste the Love”
12 March 2019: the backdrop of gender equality gaining momentum world over, smashing gender roles & stereotypes and a rising wave of aspirational millennials, Mother’s Recipe’s new proposition & Tagline – ‘Taste the Love’ is redefining the language of love, through food.
With its range of innovative products and new age quick food options across categories like Ready To Cook (RTC) and instant mixes, the brand retains the goodness of authentic food cooked by a mother, while presenting it in a convenient & simple format. Easy enough for even for a man to whip up a delicious meal or the range of pickles that tantalizes the taste buds, bringing back memories.
The brand understands it’s consumers, their changing profiles, thought processes, preferences and discerning tastes. The brand’s essence revolves around love, a mother’s love that she pours into the food she prepares for her family, the love that shows in everything she does. Today in this new age world, that intrinsic love expressed through food is taking different forms, being expressed through new age equations & relationships. The two new campaign videos capture this changing consumer dynamics & ensure the brand stays relevant as a trusted partner in every phase of life.
The first campaign video encapsulates the journey of a young girl’s move to a big city. Her first taste of food in the new city is completed with a familiar jar of Mother’s Recipe pickle that instantly reminds her of home and the love she has grown up on.
Video Link: https://www.youtube.com/watch?
The second video brings the focus on gender equality & dilution of gender roles. Mother’s Recipe’s offerings of convenient, simple food solutions are enabling men to take on roles that were just thrown into a woman’s list of things to do. The video shows a young couple going through the food options to order for dinner after a tiring day. While the man in the kitchen picks up packs from the Mother’s Recipe range to cook up a delicious home cooked meal, for his wife. The video beautifully highlights a simple solution to a Man’s biggest concern -‘I don’t know how to cook’ while fostering love & understanding. The video also subtly celebrates the new age relationship dynamics which is more open, practical & willing to go the extra mile.
Video Link: https://www.youtube.com/watch?
The campaign is the brainchild of Sanjana Desai, Chief Strategy Officer, Mother’s Recipe and her team; speaking on the new campaign, Sanjana highlighted the journey she and her team undertook, to closely study and understand the changing consumer behavior. Their desire to embrace the modern, while being rooted in the authenticity of traditional taste and flavor. “Bringing and highlighting the best of both the worlds is what we set out to achieve through these campaigns. The underlying objective is for Mother Recipe to stay relevant, bringing out our brand promise of staying authentic against the backdrop of evolving aspirations, ambitions, and equations in life. In this fast-paced world, we believe great authentic food is what makes you feel home, and that is what we always focus to deliver.”
The campaign has surely struck the right chord with the target audience especially the millennials and the response so far has been overwhelming.
The current company scenario:
Mother’s Recipe was founded in 2001 by Desai Brother’s Ltd. and has successfully expanded to all regions across India as well as 45 countries around the world. What started as a pickle brand has today grown exponentially, consisting of a diverse product range including, Condiments, Pastes, Spices, Papads, Appalams, Cooking Pastes, Curry Powders, Ready to Cook Spice Mixes, Ready to Eat meals (Canned and Retort Packing), Mango Chutneys, Ethnic Chutneys, Chaat-Chutneys, Canned Vegetables, & Mango Pulp.
Sanjana Desai, Chief Strategy Officer, Mother’s Recipe, said, “The FMCG market is ever-evolving, and consumers are always looking for something new and exciting. The Indian FMCG market has been growing steadily at 25% per annum. Even the pickles, where Mother’s Recipe are market leaders have been growing at 10.7% CAGR and RTE/RTC categories at 17% CAGR. With a market that is cluttered with multiple players, Mother’s Recipe as a brand has continued to stand out due to its diverse range of products, and constant focus on reinvention, to meet consumer demands”
Future plans:
With the renewed focus on growing categories like Condiment Pastes, Ready To Cook, instant mixes and other verticals the company predicts an impressive growth of 22% year on year. On the exports front, the company plans to expand its current global footprint to newer markets like Europe & Africa. Currently, Mother’s Recipe exports to 42 countries with exports contributing to 40% overall revenue. Apart from this, the company is aggressive looking at expanding their HORECA and food services solution business verticals.
