Haldiram's

Overview of the Brand:

Haldiram’s is one of India’s most iconic food brands, known for its snacks, sweets, and frozen food products. While the brand had strong market penetration in traditional snacks, its Ready-to-Eat & Frozen Food category needed a fresh digital push, market positioning, and strategic outreach to compete with modern meal delivery options.

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Objective of the Brand:

Haldiram’s aimed to:

1. Expand the reach of its Ready-to-Eat (RTE) & Frozen Food category through a mix of digital & offline strategies.
2. Create a compelling social media presence that resonates with modern, convenience-seeking consumers.
3. Improve website experience & SEO rankings for better online discoverability.
4. Enhance brand recall through BTL activations, TVCs, and offline marketing.
   
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Challenges:

• Competing with Meal Delivery Apps: Consumers preferred freshly prepared meals over frozen food, requiring a strong awareness campaign.
• New Market Positioning: Haldiram’s RTE & Frozen Food needed modern branding & storytelling to connect with today’s audience.
• Limited Online Visibility: The category wasn’t ranking well for high-intent keywords like “best frozen meals in India.”
• Offline Consumer Engagement: Needed BTL activations & in-store promotions to drive trials & conversions.
  
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Solution Provided by UnFoldMart:

1. Social Media Strategy & Engagement

We designed a highly engaging social media plan to showcase Haldiram’s Frozen Food as a delicious, quick, and healthy alternative to meal delivery apps.

• Content Strategy:
  
  • Reels & Video Content: Highlighting the taste, convenience, and variety of frozen meals.
  • Influencer & Food Blogger Collaborations to promote trial & trust-building.
  • Behind-the-scenes storytelling on quality, sourcing & preparation to overcome the frozen food stigma.
  • Interactive campaigns & contests to increase brand engagement.
    
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🚀 Results:
✔ 70% increase in social media engagement.
✔ Higher recall & purchase intent from social media audiences.

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2. Website Revamp & SEO Optimization

To improve discoverability & online orders, we redesigned the website with:

• A modern, user-friendly UI/UX focused on easy navigation.
• Optimized product pages with detailed descriptions, nutritional info & benefits.
• SEO-focused content strategy targeting high-intent queries like “Best frozen meals in India” and “Quick Indian ready-to-eat food.”
  
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🚀 Results:
✔ 5X increase in organic website traffic.
✔ Higher engagement & product discovery through SEO.

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3. Offline Marketing & BTL Activations

We strengthened Haldiram’s offline presence with:

• Retail store branding (POS materials, standees, shelf wobblers).
• Sampling activations & food trials in supermarkets & corporate hubs.
• BTL activations in residential societies, engaging target consumers directly.
  
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🚀 Results:
✔ Increased in-store sales & product trial rate.
✔ Higher awareness among urban, convenience-focused consumers.

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4. TVC & Video Production

We produced high-impact TVCs and digital video ads:

• Festive & occasion-based marketing showcasing RTE meals as an easy celebration companion.
• Snackable digital ad formats for YouTube & Instagram.
• Chef-led video content promoting usage ideas.
  
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🚀 Results:
✔ Higher video engagement & product curiosity among new audiences.

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Outcome:

✅ Successfully positioned Haldiram’s Frozen & RTE meals as a top alternative to food delivery apps.

✅ Improved brand engagement across digital & offline channels.

✅ Increased website traffic & product awareness, leading to higher demand.

✅ Expanded in-store sales through retail activations & branding efforts.
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With UnFoldMart’s expertise in social media, website revamp, SEO, offline marketing & video production, Haldiram’s successfully strengthened its frozen food positioning and drove higher brand recall & sales growth. 🚀🍛

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