Swiggy launches #SwiggyFoodoshop filter in Instagram
Food aggregator Swiggy with Dentsu Webchutney has released a new Instagram filter to help people experience their favorite restaurant scenario this quarantine.
Due to quarantine people are restricted to step out and even dine-out at their favorite spots. This has taken a great toll on the revenue of the restaurant chain. So Swiggy has launched this IG filter to help people revisit their fond memories at their favorite restaurants. By using this filter, people can tag their favorite spot and talk about the memories they created there. The initiative’s main motto is to be there for the restaurants during these tough times.
“Our restaurant partners are at the core of Swiggy and we have been working very hard to bring most of them back online. Even during the lockdown, we were able to deliver consumers’ favorite dishes to them at the convenience of their homes. While we didn’t give them a chance to miss their preferred dishes, we realized they did miss their favorite eateries and the memories associated with it – birthdays, salary days, family get-togethers, personal milestones, etc. That’s when we ideated ‘Foodoshop’ and are amongst the first brands in the food space to seamlessly use AR to help discover many restaurants across India,” said Ashish Lingamneni, AVP-Marketing of Swiggy.
“The brief asked for connecting customers and restaurants in a way that’s novel and engaging for both, while people were stuck at home. With the ease and advantages that come with using an IG filter, the campaign has users teleporting themselves to their favorite eatery or café, and ultimately extending support to their favorite restaurant. Apart from getting entries where they foodoshopped themselves with Pani Puri and Burgers, users have started using custom pop culture backgrounds, Reels and IG Music showing the kinda fun people are having with the campaign,” said P.G Adithya, NCD, Dentsu.
Various celebrities like Zakir Khan, Dolly Singh, Sejal Kumar have promoted this filter by sharing their favorite restaurant memories and the filter has got 20,00,000 impressions and 23,000 + shares on Instagram in the last five days.
