Conscious Food
Conscious Food, one of India’s pioneering organic brands
Conscious Food
Conscious Food, one of India’s pioneering organic brands, sought to modernize its image to connect with newer generations of health-conscious, value-driven consumers. AlphabetMedia developed a multi-pronged strategy rooted in community engagement, content creation, and cultural placement. The result was a revitalized digital identity, expanded influencer network, and deepened resonance with lifestyle-first audiences. The work spanned co-branded collaborations, experiential activations, and a strong communication framework built on education, storytelling, and trust.
Background & Challenge
Founded in 1990, Conscious Food has long stood for ethical sourcing, indigenous crops, and clean, sustainable eating. While it retained trust among older audiences, the brand faced growing competition from newer, design-forward wellness startups.
Key challenges:
- A widening relevance gap with millennial and Gen Z audiences
- Underutilized storytelling for product uniqueness and lifestyle fit
- Low recall within emerging wellness and parenting communities
- Weak engagement across modern digital platforms
AlphabetMedia’s challenge was to refresh the brand identity without alienating its core values and in doing so, reposition it as an accessible, culture-forward player in the organic FMCG space.
Strategy & Approach
AlphabetMedia focused on embedding Conscious Food into everyday moments of conscious living, across multiple lifestyle touchpoints.
Strategic Pillars:
- Audience Insight: Identified communities with organic wellness affinities—parents, chefs, wellness influencers, travel and lifestyle bloggers.
- Cultural Placement: Embedded brand narratives into lifestyle rituals and moments—gifting, festive cooking, family bonding, and wellness transitions.
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3E Communication Framework:
- Educate: Press outreach, content pieces, ingredient-led storytelling
- Engage: Influencer and event activations tailored for specific community resonance
- Enhance: Paid partnerships, social media amplification, and collaborative storytelling
- Audience Insight: Mapped high-affinity communities—parents, chefs, wellness influencers, travellers, and lifestyle bloggers.
- Cultural Placement: Wove brand presence into lifestyle rituals such as gifting, festive cooking, bonding moments, and wellness-led transitions.
- Educate: Press outreach, editorial content, ingredient-based storytelling.
- Engage: Influencer and on-ground activations tailored for stronger community relevance.
- Enhance: Paid partnerships, amplified social media content, and collaborative brand narratives.
Execution
Targeted initiatives across key lifestyle categories to spark relevance:
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Campaigns
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Food for Kids Product Launch
- Product Range: Healthy, tasty snacks for ages 2–6
- Strategy: Digital-first storytelling via influencers and barter collaborations
- Objectives: Raise category awareness, strengthen partnerships, and boost sales
- Channels: Reels, gifting, press mentions, celebrity endorsements
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Wellness x Chefs x Travel
- Collaborations with: Gardens of Santi, Neha Ranglani, Tangerine Studio
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Campaigns like:
- “Travel with CF” (World Tourism Day)
- “Nuts About You” (Friendship Day)
- “Consciously Festive” (festive recipes)
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Food for Kids Product Launch
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Community Engagement
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“It’s Dad Time Now” Parenting Campaign
To launch the food-for-kids line, AlphabetMedia engaged parent-influencers Ayesha Lad and Snehalata Jain in a paid collaboration. Instagram reels captured real father-child bonding moments while promoting product ease-of-use for busy parents.
- Reach: 208K+
- Format: Reels
- Tone: Relatable, modern parenting
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Book Launch Collaboration with Avantika Bahuguna
Through a curated gifting activation, Conscious Food reached 11 parenting and wellness influencers during Avantika’s book launch.
- Reach: 567K
- Format: Stories & mentions
- Outcome: Organic chatter around healthy eating
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“It’s Dad Time Now” Parenting Campaign
C. Brand Collaborations with Wellness Peers
Conscious Food partnered with Epigamia, Tea Trunk, Boheco, Setu, and others for co-branded content like Instagram recipe reels, cross-promotions, and co-curated hampers.
- Reach: 3M+
- Outcome: Multi-brand validation and traction in wellness communities
D. Media & Press Outreach
- Leveraged ingredient-first and seasonal stories
- Product placements and authored content on key wellness portals
- Positioning as an FMCG leader in the wellness economy
E. On-Ground Activations
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Elle India Beauty Awards
- Gifting for 300 attendees
- Digital Reach: 1M+
- Event Media Reach: 41M+
- Logo featured on red carpet backdrop
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Travel + Leisure India’s Best Awards
- 400 hampers gifted
- Featured coverage (online and print)
- Reach: 349K
A. Event Participation
- The Mommy Network
- Thank God It’s SUBLIME
- B-Town Flea (5th Edition)
- Oktober Food & Beer Festival
Engaged directly with consumers through sampling, storytelling, and product education.
Results at a Glance
Engagement, Search Traffic & Retail Spillover
Total Overall Reach
Influencer Engagement
Brand Collaborations Reach
Monthly Visitors from Media Coverage
Shifted Perception from Legacy to Lifestyle-Centric
Boosted Interest in Kids’ Millet Blends, Matcha Snacks & Post-Workout Foods