About the Client

Slurrp Farm is a millet-based packaged food brand started in 2016 by two mothers, Meghana Narayan and Shauravi Malik, to offer healthy eating options for children. The idea was to bring back super grains such as bajra, jowar and ragi into their diet.

The Challenge:

The challenge for the brand was divided into two folds:

• Brand operating at low revenue streams
• Brand had limited awareness in the market

The Objective:

The primary objective was to scale Slurrp Farm’s business by increasing the month on month revenue along with a constant effort to maintain the ROAS. Another objective that ran parallelly was to build awareness for the brand but by using avenues generally used for performance.

The Strategy:

Slurrp Farm is the maker of healthy food for children. All products are made using supergrains like millets and have zero artificial additives. The products are meant for quick consumption and have a short shelf life. This means that for sustained business growth, the brand needed consumers to purchase products regularly. Hence, there was a clear need to establish loyalty.

In essence ETML’s strategy:
Optimised Performance Campaigns across funnels + Performance Branding = Sustained Growth for the Brand

The Execution:

An effective combination of website conversion campaigns and catalogue campaigns were used to serve the brand while keeping both primary and secondary objectives in mind.

A separate campaign to acquire users in the MOF stage was deployed. Brand films
featuring celebrities like Sameera Reddy, Soha Ali Khan, Ranvijay Singh, and Tahira

Kashyap were launched to build brand presence in the minds of consumers. Apart from this, identifying and experimenting with various audiences and finally narrowing down on the audience that worked well for the brand proved to be key in the success of multiple campaigns.