ITC's Yippee advertising campaign focuses on safety and quality

After the Maggi fiasco, ITC has rolled out an advertising campaign that emphasizes on the safety and quality of its Yippee noodles.

"The noodles category has been impacted due to the recent spate of events. We, therefore, feel it is imperative to clear the air of confusion and reinstate consumer trust in the category," said VL Rajesh, Divisional Chief Executive of the foods division at ITC. 

"To this end, we have embarked on communicating to the consumer in an open and transparent manner with a reassurance campaign which is rooted in fact,"added Rajesh.

Yippee noodles, a prominent advertiser in the instant noodle category, had gone off air after concerns were raised over the safety of Nestle's Maggi and some other instant noodle brands. The latest commercial of Yippee noodles, created by Ogilvy & Mather shows the factory where it is manufactured. The commercial is being telecast on general entertainment channels (GECs), kid's channels and music channels.

"This campaign is further augmented by an initiative 'You Ask We Answer' (YAWA) through various media. The campaign on Sunfeast Yippee highlights ITC's uncompromising commitment to quality and safety, our state of-the-art manufacturing facilities as well as rigorous testing protocols," Rajesh said.

A distributor for the product in the district of Leh said sale of Yippee shot up four times. "While we used to sell 1,000 cases (each with 96 packets) of Yippee before the controversy, in July, a month after the ban on Maggi, we sold 3,000 cases. In August, the sale went up even further and I sold 4,000 cases of the product," he said.