To a US consumer, Indian food can often come across as unapproachable, and being in the freezer set doesn’t lend itself to freshness. How can we buck expectation to highlight the small-batch, homemade aspects of Deep to make Indian Food accessible to the masses?
the big idea
Deep believes in inviting people to experience all that India has to offer. Through a nuanced cultural expression, they are able to create a uniquely Indian aesthetic and tone of voice that is approachable to consumers of all types.
Six months post rebrand, Deep foods is up double digits in the national retail freezer set. Outperforming nearly all competition in YOY sales growth.