CHALLENGE

Astra has been largely promoted and consumed as a spread. Most commonly as a supplementary addition to food such as bread. It has also been known to be combined with other foods – particularly as a cooking ingredient in fried rice. But today, constantly changing, hectic lifestyles have forced many people to “eat out”. So, in order to stay relevant, Astra wanted to reinspire the consumer to eat with astra

Idea

Anything with Astra

“Astra ර්ර්රසට ඕන දෙයක්” – Mobile food truck

This idea was bought to life through a paid, activation-led, self-sustainable execution model. Here, Astra-inspired special spreads and other food items – particularly fried rice- were served through a fully-fledged food truck. The truck offered consumers a chance to indulge in Astra-inspired special spreads as well as fried rice!

Astra-inspired special spreads

Astra with chocolate (Choco spread), Astra with chili and onion (Chilion spread), Astra with pepper and garlic (Pepperlic spread) were sampled by consumers with bread and rotti.

Tasty fried rice was also served with Astra! A small recipe booklet was given out with every meal to inspire consumers to try Astra-inspired special spreads and other food at home.