MUMBAI: Unibic Foods, India’s ‘real’ cookie production company with one of the largest cookie manufacturing cookie facilities has ramped up its ongoing UBU campaign with some innovative additions.
The cheerful cookie mascot, who was launched in September 2016, has been seen across TV channels, social media and outdoor campaigns with some engaging messages. UBU, the bearer of more, shares interesting nuggets on various aspects, be it recipe tips on TV or quirky messages in the form of ‘UBUISMs’ on social media. He even gets famous cartoon characters to yearn for Unibic cookies and takes on different avatars to interact with consumers in a fun way. He ups the enthusiasm quotient by cheering sports personalities with special messages.
The few channels initially selected for the integration include AsiaNet News and Cartoon Network, and UBU has been featured in broadcasts like the FIFA World Cup U-17 and an animation series on the same. Únibic Foods has also been going to schools and promoting the brand as well as UBU with some interesting games and contests where kids have to draw their interpretations of UBU and cookies. This endeavour has received an overwhelming response with multiple entries pouring in.
UBU was seen during the football broadcast on AsiaNet News, popping up to congratulate the players for the goal of the day, exhorting the viewers to cheer loudly during Ind vs Aus, Ind vs NZ and Ind vs SL cricket matches as well as congratulating the students who were selected to visit NASA. Cartoon Network viewers were also in for a surprise as UBU made some yummy cookies with the help of some iconic cartoon characters.
Unibic Foods marketing head Aarti Iyer says, “Having created our own mascot, we want UBU, to be a lively, friendly personality who likes to interact and engage with the consumers in many ways. Some of these unique integrations were well received in the market. We, however, have a long way to go with regard to UBU gaining fame and familiarity with the end consumers. We are looking forward to bringing in more such interesting activations that will help us connect with our consumers at the right time in a fun manner. We will be looking at expanding this integration with other channels across sectors in the coming months.”
Unibic Foods has grown exponentially in the last decade and is now one of the fastest growing cookie brands in India. Unibic has a team strength of 800+, and a global reach of more than 10 countries.
