I will talk about how my team launched the Re- brand (http://www.refoods.com) in the SG market as a pilot with an objective of setting up a B2C business at Olam, traditionally a B2B organization. I will share some insights into digital channels we leveraged for distribution and marketing to first raise awareness, then garner consideration and finally lead to purchase and repeats. I will discuss an approach which is a combination of using data from marketing campaign execution on digital channels and first party data for an incumbent brand like us.

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