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TECHNOLOGY

Online restaurant FreshMenu.com launches campaign comprising two films
Tuesday, 01 August, 2017, 08 : 00 AM [IST]
Our Bureau, Mumbai
FreshMenu.com has launched a two-film ad campaign, which clearly establishes that the leading online restaurant is the go-to place for a choice of international cuisine.

The first film showcases the joy of group eating. When out for parties or dinners, we often tend to compromise on our choice of food by giving in to order what others on the table want.

But with a range of meal boxes designed to cater to diverse taste buds and appetites, FreshMenu.com makes group eating a fun experience.

Speaking about the campaign, Rashmi Daga, founder and chief executive officer, FreshMenu.com, said, “Today’s aspirational urban Indian is looking for all kinds of new experiences, cuisine being an important one among them.”

“People are happily stepping out of their comfort zones when it comes to food, as is clearly seen by the trend in increased consumption of dishes from hitherto non-mainstream countries like Cuba, Portugal, Ethiopia,” she added.

“FreshMenu, by virtue of its format, makes it very easy for customers to have access to these cuisines in the most convenient way,” Daga said.

“Our huge variety of cuisines also makes us a natural fit for group ordering situations – where everyone gets to order what they like without compromising for the sake of the majority,” she added.

“So, FreshMenu encourages people to eat different – while still eating together,” Daga said.

The second film takes the consumers on an international cuisine trip from the comfort of their homes with a daily-changing menu.

Aparna Mahesh, chief marketing officer, FreshMenu.com, said, “At FreshMenu, we endeavour to provide our consumers with exciting food options.”

“With a daily-changing menu and tastefully curated dishes from across the globe, FreshMenu.com caters to the aspirational urban Indian who is up for experiments and craves for something new on his/her plate every day,” she added.

“The new ad campaigns reiterate the brand’s offerings and unique selling proposition (USP),” Mahesh said.

The films were made by Durgesh Tanna, creative director, Circus Elephants. He said, “FreshMenu is a fantastic brand, a very unique concept in the food and beverage (F&B) industry.”

“From their daily-changing menu to authentic global cuisines, it offers so much that is not known to the local foodies,” Tanna added.

“The challenge was to present it in a way that is more relevant to masses, and yet does not lose the classy international feel,” he said.

“Every person is unique, and so are their food choices. The trial is when you decide to dine together and can’t come to a single choice,” Tanna added.

“The idea already was there, for I have been through the situation (and am sure everyone has). But the solution was not. With the brief coming from FreshMenu, we just knew what we had to do,” he added.
 
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