FoodHall

Blue Ribbon by Foodhall – A Future Group Brand

Objective: Elevate Blue Ribbon, Foodhall’s private label, as the premier choice for luxury gifting during high-occasion events such as weddings, anniversaries, and major festivals like Diwali, Christmas and New Year’s Eve.

Campaign:

To position Blue Ribbon as the go-to premium gifting option, we crafted an exclusive marketing strategy that targeted high-net-worth individuals (HNIs) and event planners. We began with private, invite-only preview events for select premium customers and top wedding organisers. This was followed by a multi-channel campaign that included:

Design the main communication for the campaign as well as subsequent emailers, invites, etc.
Print advertisements and advertorials in luxury lifestyle magazines such as Vogue, Harper’s Bazaar, and Grazia.
Direct mailers and personalised gifting catalogues sent to HNI, corporates, premium lifestyle clubs and expat databases including a collaboration with a premium credit card brand to target their members Pan India.
Digital advertising across social media platforms showcasing the beautifully designed hampers.
Instore branding and experience centres for Visual Merchandising.
Mall branding, positioning Blue Ribbon in high-footfall luxury spaces.
Participation in premium events like the Vogue Wedding Show to further extend our reach.

We also conceptualised and designed the entire Blue Ribbon gifting catalogue, conducting a high-quality photoshoot to bring the products to life. The visual and written content was curated by us to appeal to an upscale audience, ensuring brand consistency across all touchpoints.

Impact

The campaign exceeded sales expectations, pushing Blue Ribbon past its target of INR 300 crore across key markets like Mumbai, Delhi, and Bengaluru.
Extensive PR and media coverage in luxury lifestyle publications such as Vogue, Harper’s Bazaar, Grazia, and other premium outlets, amplifying brand visibility.
The targeted direct mail and catalogue campaign successfully engaged HNIs, corporates, and premium lifestyle clubs, leading to high conversion rates and sustained interest.
Digital advertising and social media campaigns showcased the curated hampers, generating significant buzz and driving footfall to Foodhall’s luxury spaces.
In-store experience zones and visual merchandising enhanced the customer journey, contributing to an overall uplift in brand perception and sales.
Strategic presence at premium events like the Vogue Wedding Show positioned Blue Ribbon as the preferred luxury gifting option for weddings and high-profile celebrations.