a unique challenge
Indian food can often come across as unapproachable, and being in the freezer set doesn’t always evoke the perception of freshness. So we needed to buck expectations and highlight the small-batch, homemade aspects of Deep to make Indian Food accessible to the masses.
To bring this to life, we worked with Deep’s strategy founded on the philosophy of inviting people to experience all that India has to offer. Through a nuanced cultural expression, we were able to create a uniquely Indian aesthetic and tone of voice that is approachable to consumers of all types. Since rebranding, Deep foods is up double digits in the national retail freezer set, outperforming nearly all competition in YOY sales growth.