HONEYWELL Wheat meal appeared in the marketing radar just a few months ago and considering that competition is scanty in this category of semi processed foods market, this product has great potentials. In an environment where increasing emphasis is on healthy food consumption, there is no way Honeywell Wheat Meal would not excel.
The introductory campaign was, as street lingo says, “da bomb.” There Honeywell was elevated to a meal for celebrating achievement, thanks to the offer by a wife to offer it to her husband and his partner who just won a contract. The attestation of the wife that Honeywell is a meal for those who do not “dump” just anything in their system was evidence of the brand’s claim to healthy family eating.
But while this introductory TVC has struck the right chords, it does seem the follow up ad has elements of copycatism in it. Of course this new one was designed to reinforce the key ingredients of the first, which is healthy eating. But a bit of creativity would have made the difference.
When you see the sign off for this particular one, you get the feeling that someone was trying to copy Indomie’s hugely successful campaign currently running. This Indomie ad has a school pupil, who was dreaming about the noodle brand in class, ask his teacher if there was a chance of another nutrition class “tomorrow. So what did the guys at Honeywell do? They did their TVC and somehow got another kid to ask from the mum if he would have “another Honeywell Wheat Meal tomorrow.
The fact that the Indomie TVC is still running reduces the impact the Honeywell version would have made. Again, I hope someone listens.