Haldiram's

In short: UnFoldMart repositioned the Ready-to-Eat and Frozen Food range of Haldiram’s, one of India’s most iconic food brands, as an alternative to meal delivery apps. Social media content, a website revamp with SEO, in-store branding and BTL activations, and TVCs drove a 70% increase in social media engagement and a 5x increase in organic website traffic.

Who is Haldiram’s?

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.

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.
   
   

What challenges did Haldiram’s face?

• 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.
  
  

How did UnFoldMart approach the project?

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.
    
    

🚀 Results:
✔ 70% increase in social media engagement.
✔ Higher recall & purchase intent from social media audiences.

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.”
  
  

🚀 Results:
✔ 5X increase in organic website traffic.
✔ Higher engagement & product discovery through SEO.

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.
  
  

🚀 Results:
✔ Increased in-store sales & product trial rate.
✔ Higher awareness among urban, convenience-focused consumers.

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.
  
  

🚀 Results:
✔ Higher video engagement & product curiosity among new audiences.

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.

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. 🚀🍛

Frequently asked questions

What did UnFoldMart do for Haldiram’s?

A social media strategy with reels, influencer collaborations and contests, a website revamp with SEO, offline marketing and BTL activations, and TVC and digital video production for the Ready-to-Eat and Frozen Food range.

What results did the campaign achieve?

Social media engagement rose by 70%, organic website traffic grew 5x, and in-store sales and product trial rates increased.

How did UnFoldMart reach shoppers offline?

Through retail store branding such as POS materials, standees and shelf wobblers, sampling and food trials in supermarkets and corporate hubs, and BTL activations in residential societies.