How did Nestle’s corporate brand campaign transform the way mothers approach nutrition? 

Rashi Goel shares her experience of leading a Nestle corporate brand campaign called “Ask Nestle” 

In our fast-paced world, where information is at our fingertips, knowledge is power. Nestle, renowned for its dedication to the “good food, good life” ethos, embarked on a mission to empower mothers with the knowledge needed to nourish their children.

A Purpose-Driven Corporate Brand

Nestle has always been deeply committed to nurturing a robust corporate brand that goes beyond marketing. It aims to make a tangible impact in consumers’ lives by aligning its brand with the core value of nutrition and healthy living.

Empowering Mothers to Bridge the Nutrition Gap

Nestle recognized that mothers play a pivotal role in their children’s nutrition. Despite their dedication, a knowledge gap exists due to conflicting nutrition information. Nestle sought to bridge this gap by providing science-based nutrition insights.

“Ask Nestle”: A Digital Solution

Nestle’s answer was “Ask Nestle,” a digital service brand that tailors nutrition plans based on a child’s age, weight, and dietary preferences. This digital solution offers scientifically designed meal plans, eliminating guesswork and becoming a one-stop resource for mothers.

Personalized Nutrition for Moms

Recognizing each mother’s uniqueness, “Ask Nestle” offers tailored meal plans for different regions and dietary habits. Personalization ensures mothers receive nutrition advice relevant to their circumstances.

Content Creation Challenges

Content creation presented challenges, requiring an accurate and cost-effective content machine. Nestlé understood that quality content was vital to educating mothers about nutrition.

Navigating Tech Challenges

As an FMCG company, Nestle had to find suitable tech partners to support its platform effectively. Integrating technology was crucial for creating a user-friendly experience.

In conclusion, Nestle’s “Ask Nestle” campaign showcases the power of purpose-driven corporate branding. By empowering mothers and bridging the nutrition knowledge gap, Nestle has revolutionized nutrition education. “Ask Nestle” has become a trusted resource for mothers, offering personalized nutrition plans, quality content, and a supportive community. As Nestle continues to evolve, it remains committed to its core values of good food and a good life, impacting families worldwide.

To listen/watch the full conversation between Rashi Goel & Jasravee Kaur Chandra on “Scaling Consumer Brands : Insights from Nestle, Nescafe, Lakme, Closeup, Amazon etc.”, please visit our Youtube Channel.