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Helping Take "Better" Foods To Modern Kitchens!: Tata Simply Better

  • Writer: Noopur Sane
    Noopur Sane
  • Mar 28
  • 2 min read

Updated: Aug 6

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Tata Consumer Products' digital-first foods brand, Tata Simply Better set out with a mission to become a staple in healthier, everyday foods. Together, we laid the groundwork for the brand to become synonymous with wholesome, kitchen-friendly food choices.



Brand & Communications Strategy

Challenge: Post the PMF stage, our conversation with consumers unveiled the need for a more cohesive brand-forward approach.


Builder Moves:


  1. Qualitative consumer research to identify personas, category usage & behaviour, triggers & barriers to purchase and brand perceptions


  2. In-depth competitor research & market mapping to identify potential whitespaces


  3. Crafted the brand positioning, purpose, archetype, brand pillars & consumer value proposition


  4. Set the tone of voice, brand moodboard and overall communication guidelines including sample copy, dos & dont's and content across the funnel, based on the identified personas


  5. Recommended portfolio expansion plan based on three key criteria: market size, overall brand direction, and fit with the brand's core values


Conversion Rate Optimization

Motivation: To bring to life core brand values & customer delight in addition to an optimized commerce experience


Builder Moves:


1. Audited the current website & consumer journey pain points


2. Benchmarked top D2C players & outlined a revised wireframe for the website UX. Tech partner: Neuro Nimbus


3. Improved website UI with refreshed content and design. Design partner: ButterWorks


4. Saw Conversion Rate improvement upwards of 20% (measured over 2 months)


*Conversion Rate considered is a combination of several factors including but not limited to on-site content, technical speed, off-site activities, quality of traffic and performance advertising



Creative Direction & Content Strategy

Challenge: As a challenger in the edible oils market, Tata Simply Better needed to develop a distinct, relatable brand voice and a consistent communication style.


Builder Moves:


1. Guided communications across digital channels:

a). Social media & marketplace content strategy for 2+ years

b). Creative ads testing strategy backed by consumer & competition research

c). CRM flows automation & communication revamp

Design partner: Butterworks


2. Facilitated strategic top funnel media collaborations with celebrities like Soha Ali Khan & Pranitha Subhash


3. Headed packaging design for the cold pressed oils range. Design partner: Yellow Fishes


4. Ideated new brand initiatives like influencer affiliate program, retail collateral, shipping experience rehaul & more


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