Mediareach has launched a new campaign for Elephant Atta flour brand on the celebrations of its golden jubilee inspired by the love and dedication of all the mothers

Elephant Atta flour, the number one Chapatti flour brand in the UK has launched a new campaign aimed at mothers and women to tribute their dedication to their families and to the brand. Since women, especially mothers are core Elephant Atta flour consumers, the new marketing campaign started from the Mothers day with a national high frequency TV campaign. Bespoke programs have also been created to celebrate this landmark occasion all inspired by the values and heritage of the brand and the strong bond between mother and child.

Elephant Atta has also recently celebrated its 50th anniversary at London’s Hilton Hyde Park Hotel food retailers, media and key partners. The celebration was an opportunity to preview the TV advert. The TV advert takes the viewer through various stages of cooking chapatti, picturing the storyline of seven families in various stages of growing up, showing the journey of the families with Elephant Atta flour for 50 years, reinforcing the brand’s relevance to today’s consumers. The iconic chapattis are the cornerstone of the traditional South Asian, and are enjoyed by thousands of UK Asian families daily. The new TV campaign and the Golden Jubilee are just the beginning of many exciting PR and Marketing events to come in 2012 aiming to actively engage with our consumers and communities and to demonstrate the brand’s appreciation and care for them”.

Elephant Atta is part of UK’s biggest food manufacturer Premier Foods Group. Premier Foods is committed to being the ‘Best in British Food – delivering the taste the British love, with food that’s made in Britain by people who understand British consumers. It supplies a range of retail, wholesale, food service and other customers with some of Britain’s best loved brands, including Ambrosia, Batchelor’s, Bisto, Hovis, Loyd Grossman, Mr.Kipling, Oxo and Sharwood’s.

Mediareach Marketing agency has worked with EA since 2003, and has been instrumental in building the brand once again, and taking such a massive share of the market. Commenting on the launch of the new campaign, the CEO of Mediareach Advertising Agency said, “We are truly excited to work with the Elephant Atta for many years. Our team members are truly inspired and full of buzz, dynamism and treat the brand with big dedication which translates into successful campaigns”.

Mediareach is the UK leading multicultural agency with a long-standing expertise in reaching out multicultural and ethnic population in the UK, charged with managing full-service integrated strategy. The agency has demonstrated that tailored messages and results driven approach are key for brands and companies planning to target diverse communities.