#HealthBucket by Pal
Health in a bucket
Solutions
Client
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- Pal
Industry
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- Hospitality
Case Overview:
Lockdowns and curfews have become a part of life and people are on the hunt for the best immunity boosters that they can get their hands on. Enjoying fine dining looked like a distant dream when the state of Odisha was undergoing the pandemic crisis. Players from the industry, new or old, leveraged this crisis to cash in to their benefit. Fear of eating out has fueled a surge in demand for home delivery services during the pandemic. Powerful campaigns do not come easy, it requires effort, creativity, and most importantly, an issue towards which the campaign is directed. Team at Pal Heights – ie. A hospitality chain of two hotels Pal Heights and Pal Heights Mantra respectively, and Scale came up with an absolutely happening idea of curating special #healthbuckets for people in Bhubaneswar and Cuttack who couldn’t enjoy their premium nutrients rich food at the comfort of their homes. With more and more people enjoying the family time and still overdosing on healthy nutrients, we’d say, this campaign made the grand entrance at the perfect time. HealthBucket was a carefully structured and efficiently executed campaign that catered to not only the health enthusiast youngsters but also to the people in the middle age group. Delivery partners went through rigorous safety checks before they were hired which ensured operations sail smoothly throughout the process.
200
+
Conversations Initiated
17504
+
Increased Engagement
100
+
Orders Generated
Case Goal:
The Health Bucket campaign made strides of success with its increased digital footprint on different platforms such as Instagram and Facebook. It caught the attention of over 141K accounts solely on Instagram and over 200 people slid into our DMs. HealthBucket came as a rescue who waited for a year to enjoy premium dining along with This campaign also increased the brand’s digital foothold by 540% in the month of June. Over 60 website taps and 209,964 Instagram impressions. This campaign was upscaled when the talented chefs at Pal could serve these nutrient-filled baskets to over 100 people in different geographical locations including Cuttack and Bhubaneswar. Varied demands were made and on-spot modifications kept the chefs at Pal busy and on their toes. The Health Bucket campaign created noise in the digital market and persuaded the customer base to explore dishes that were not experimented before. This also led to optimizing sales by output for Pal Heights Mantra. We believe that being healthy is a choice and food delivery platforms such as Zomato and Swiggy are highly in demand accounting to the state-wide restrictions, a health bucket was exactly what people needed.
Work:
Chef Smrutisree Singh, finalist in MasterChef Season 6 also took her tastebuds for a tour when she ordered the health bucket. She personally loved the change of flavors with abundance of nutrients. She also found the meal soulful. It is safe to say the campaign proved to be a binding ingredient in the mix of health and taste. Since last year, being healthy has become the new sexy. So instead of focusing more on the product, we at Scale, intended to sell on the idea of being healthy in the most organic and fun way.
