CASE STUDY · CPG / FOOD
ITC MasterChef
+89% AI Share of Voice in 30 days.
#4 → #3
Category Rank
+89%
AI Share of Voice
+88%
Brand Mention
0
Negative Mentions
The problem
MasterChef wanted measurable AI presence inside grocery and recipe queries - not vanity reach. Existing PR reach was strong; LLM citation share was not.
The intervention
- 01Earned-media + community signal restructure aligned to AEO patterns LLMs cite
- 02Recipe and ingredient page rewrites for AI-extractable structure
- 03Continuous monitoring of mention sentiment across LLMs
- 04Rank-tracking against the top 5 brands in the category
The phases
01Earned-media + community signal
Week 1- →Identified high-intent community threads where frozen food recommendations originate
- →Engaged authentically in cooking and meal-prep communities
- →Created organic citation signals LLMs subsequently picked up
02Recipe + ingredient page restructure
Week 2- →Published ITC-branded recipes on UGC platforms with AI-extractable structure
- →Reformatted existing ingredient pages around direct-question headers
- →Built domain authority through an active food-content ecosystem
03Marketplace + review ground-truth
Week 3- →Updated marketplace listings on Amazon, BigBasket, Swiggy Instamart
- →Standardised brand entity data across every digital touchpoint
- →Surfaced positive review patterns to maintain a clean sentiment baseline
04AEO content refinement
Week 4- →Reformatted content headers into direct questions LLMs cite
- →Added FAQ schema targeting AI query patterns
- →Structured product pages with Q&A blocks to answer 'How to...' queries
The result
In 30 days, AI Share of Voice rose 89%, brand mentions rose 88%, category rank moved #4 → #3, and zero negative LLM mentions surfaced.
Growth table
Metric
Before
After
Change
AI Share of Voice
Baseline
+89%
Nearly 2× in 30 days
Brand Mention Frequency
Baseline
+88%
Nearly 2×
Category Rank
#4
#3
Up 1 rank
Negative Mentions
0
0
100% brand-safe
The full document · 11 pages · PDF
ITC MasterChef - the full engagement brief
Every phase of the sprint that moved AI Share of Voice +89% and category rank #4 → #3.
- All four sprint phases with the actions run in each week
- The before/after growth table across every tracked metric
- How the sentiment baseline stayed clean through the sprint
- The AEO content patterns that earned the citations
In their words
+89%
AI Share of Voice in 30 days · ITC Limited
“Tru Commerce opened our eyes to a channel we didn't know existed. Within weeks, our frozen food range went from being invisible to being recommended by ChatGPT. Senior leadership recognised this as a breakthrough - we're now scaling AI visibility across the entire portfolio.”
Anurita Singh
Head of Digital Marketing · ITC Limited
Key lessons
Lesson 01
AI answers are not static - strategic content placement changes what models recommend within weeks
Lesson 02
Community-driven content creates lasting 'memory' in AI retrieval context
Lesson 03
Structured Q&A headers directly improve average position in list-based AI answers
Lesson 04
Maintaining a clean sentiment baseline is achievable with proactive monitoring
ROI summary
Investment
30-day AEO sprint
Outcome
+89% AI Share of Voice, #4 → #3 category rank
Window
30 days
The lesson
Brand presence in AI answers is not a function of media reach. It's a function of whether the structured truth a model can extract about you is more recent and more specific than your competitors'.