Brief & Insight
HyFun wanted to position itself as a serious contender and take on the market leader in the frozen foods category through a strategic rebranding exercise.
Hyfun
Mazaa aa gaya
Client
Hyfun
Project
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Our Approach
After extensive research and a thorough analysis of competitor positioning statements, we realised four things:
• Everyone in the category was competing for consideration based on one thing - 'Convenience'.
• Everyone was vying to earn the trust of millennial moms (who are the primary target audience when it comes to consumption in this category.)
• While a decade ago, most moms were all about convenience and saving their time, millennial moms of today care more about taste and nourishment.
• Global and national tailwinds suggest that a large part of our discerning audience believes "frozen food isn't as tasty or fresh." Based on these insights, we realised there was a big gap in the market, and addressing this, could carve out a unique position for HyFun, thereby making it salient in our primary TG's mind.
The Solution?
• We decided to challenge the status-quo. Our positioning was simple. Rather than just playing to convenience, we played to the brand's superior product quality! So when you think of a quick and fresh snack you consider frozen food, and in turn, you think of HyFun.
• This culminated in one potent tagline for the brand - "Maaza Aa Gaya!". The new identity we crafted was bold, playful and borrowed inspiration from global brands such Lego, which were far from the conventional inspiration people gather in their idea boards for food brands.
• To resonate with younger audiences, we even created playful mascots called 'Funzies', who looked like they were right out of a Pixar animated feature.
Key Results
As a result of this rebranding exercise, Hyfun was positioned as a younger, bolder and a more premium alternative (when compared to its competition). The brand now speaks to the mothers of today and directly addresses their concerns, thereby bringing it to the top of the category saliency food chain.
Brief & Insight
HyFun wanted to position itself as a serious contender and take on the market leader in the frozen foods category through a strategic rebranding exercise.
Our Approach
After extensive research and a thorough analysis of competitor positioning statements, we realised four things:
• Everyone in the category was competing for consideration based on one thing - 'Convenience'.
• Everyone was vying to earn the trust of millennial moms (who are the primary target audience when it comes to consumption in this category.)
• While a decade ago, most moms were all about convenience and saving their time, millennial moms of today care more about taste and nourishment.
• Global and national tailwinds suggest that a large part of our discerning audience believes "frozen food isn't as tasty or fresh." Based on these insights, we realised there was a big gap in the market, and addressing this, could carve out a unique position for HyFun, thereby making it salient in our primary TG's mind.
The Solution?
• We decided to challenge the status-quo. Our positioning was simple. Rather than just playing to convenience, we played to the brand's superior product quality! So when you think of a quick and fresh snack you consider frozen food, and in turn, you think of HyFun.
• This culminated in one potent tagline for the brand - "Maaza Aa Gaya!". The new identity we crafted was bold, playful and borrowed inspiration from global brands such Lego, which were far from the conventional inspiration people gather in their idea boards for food brands.
• To resonate with younger audiences, we even created playful mascots called 'Funzies', who looked like they were right out of a Pixar animated feature.
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Key Results
As a result of this rebranding exercise, Hyfun was positioned as a younger, bolder and a more premium alternative (when compared to its competition). The brand now speaks to the mothers of today and directly addresses their concerns, thereby bringing it to the top of the category saliency food chain.
Brief & Insight
HyFun wanted to position itself as a serious contender and take on the market leader in the frozen foods category through a strategic rebranding exercise.
Our Approach
After extensive research and a thorough analysis of competitor positioning statements, we realised four things:
• Everyone in the category was competing for consideration based on one thing - 'Convenience'.
• Everyone was vying to earn the trust of millennial moms (who are the primary target audience when it comes to consumption in this category.)
• While a decade ago, most moms were all about convenience and saving their time, millennial moms of today care more about taste and nourishment.
• Global and national tailwinds suggest that a large part of our discerning audience believes "frozen food isn't as tasty or fresh." Based on these insights, we realised there was a big gap in the market, and addressing this, could carve out a unique position for HyFun, thereby making it salient in our primary TG's mind.
The Solution?
• We decided to challenge the status-quo. Our positioning was simple. Rather than just playing to convenience, we played to the brand's superior product quality! So when you think of a quick and fresh snack you consider frozen food, and in turn, you think of HyFun.
• This culminated in one potent tagline for the brand - "Maaza Aa Gaya!". The new identity we crafted was bold, playful and borrowed inspiration from global brands such Lego, which were far from the conventional inspiration people gather in their idea boards for food brands.
• To resonate with younger audiences, we even created playful mascots called 'Funzies', who looked like they were right out of a Pixar animated feature.
Key Results
As a result of this rebranding exercise, Hyfun was positioned as a younger, bolder and a more premium alternative (when compared to its competition). The brand now speaks to the mothers of today and directly addresses their concerns, thereby bringing it to the top of the category saliency food chain.
Brief & Insight
HyFun wanted to position itself as a serious contender and take on the market leader in the frozen foods category through a strategic rebranding exercise.
Our Approach
After extensive research and a thorough analysis of competitor positioning statements, we realised four things:
• Everyone in the category was competing for consideration based on one thing - 'Convenience'.
• Everyone was vying to earn the trust of millennial moms (who are the primary target audience when it comes to consumption in this category.)
• While a decade ago, most moms were all about convenience and saving their time, millennial moms of today care more about taste and nourishment.
• Global and national tailwinds suggest that a large part of our discerning audience believes "frozen food isn't as tasty or fresh." Based on these insights, we realised there was a big gap in the market, and addressing this, could carve out a unique position for HyFun, thereby making it salient in our primary TG's mind.
The Solution?
• We decided to challenge the status-quo. Our positioning was simple. Rather than just playing to convenience, we played to the brand's superior product quality! So when you think of a quick and fresh snack you consider frozen food, and in turn, you think of HyFun.
• This culminated in one potent tagline for the brand - "Maaza Aa Gaya!". The new identity we crafted was bold, playful and borrowed inspiration from global brands such Lego, which were far from the conventional inspiration people gather in their idea boards for food brands.
• To resonate with younger audiences, we even created playful mascots called 'Funzies', who looked like they were right out of a Pixar animated feature.
Key Results
As a result of this rebranding exercise, Hyfun was positioned as a younger, bolder and a more premium alternative (when compared to its competition). The brand now speaks to the mothers of today and directly addresses their concerns, thereby bringing it to the top of the category saliency food chain.
Brief & Insight
HyFun wanted to position itself as a serious contender and take on the market leader in the frozen foods category through a strategic rebranding exercise.
Our Approach
After extensive research and a thorough analysis of competitor positioning statements, we realised four things:
• Everyone in the category was competing for consideration based on one thing - 'Convenience'.
• Everyone was vying to earn the trust of millennial moms (who are the primary target audience when it comes to consumption in this category.)
• While a decade ago, most moms were all about convenience and saving their time, millennial moms of today care more about taste and nourishment.
• Global and national tailwinds suggest that a large part of our discerning audience believes "frozen food isn't as tasty or fresh." Based on these insights, we realised there was a big gap in the market, and addressing this, could carve out a unique position for HyFun, thereby making it salient in our primary TG's mind.
The Solution?
• We decided to challenge the status-quo. Our positioning was simple. Rather than just playing to convenience, we played to the brand's superior product quality! So when you think of a quick and fresh snack you consider frozen food, and in turn, you think of HyFun.
• This culminated in one potent tagline for the brand - "Maaza Aa Gaya!". The new identity we crafted was bold, playful and borrowed inspiration from global brands such Lego, which were far from the conventional inspiration people gather in their idea boards for food brands.
• To resonate with younger audiences, we even created playful mascots called 'Funzies', who looked like they were right out of a Pixar animated feature.
Key Results
As a result of this rebranding exercise, Hyfun was positioned as a younger, bolder and a more premium alternative (when compared to its competition). The brand now speaks to the mothers of today and directly addresses their concerns, thereby bringing it to the top of the category saliency food chain.
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