The Mission • Conduct a multifaceted campaign to launch an exciting new chutney brand.
Mama Sood’s is an exciting new chutney brand, as well as a proud member of the Sood family.
Built from a desire to make chutneys cool again, we helped Mama Sood launch the brand in 2023. Consisting of unconventional taste sensations such as tomato & pineapple, as well as trusted favourites like chilli, the Mama Sood’s range is as eclectic as it is tasty, and we couldn’t be prouder to have helped bring it to life.
The aim of the brand is to prove that chutneys aren’t just poppadom passengers, and to showcase their versatility in enhancing pretty much any recipe. As the tagline says, “dip it, spread it, cook with it”.
Highlight • "Every element of the branding had to be perfect. Luckily, we’ve done this sort of thing before."
The Problem
Launching a brand is no simple task, and this one in particular required spinning a lot of plates. As a sister company to Sood, we worked closely with Mama Sood’s to hash out every single detail of the brand from conception to launch.
From every pixel on the website to every hue on the logo, our skilled team worked hard to establish everything so that it could launch with confidence and style.
The idea was golden – reinventing chutneys with a cool, fresh, and versatile edge has never been done before, and there’s so much potential stored in these little jars of loveliness. But the success of Mama Sood’s relied on our ability to get the word out. Every element of the branding had to be perfect. Luckily, we’ve done this sort of thing before.
The Solution
Branding
First things first, we had to actually create the Mama Sood’s brand. We had the product and the story, and now was the time to decide how to market it.
As a brand rooted in founder Neetu’s New Delhi heritage, we created a logo that features two elephants – a majestic one with a smaller silhouette nestled beneath it. This not only pays homage to the cultural origins of Neetu’s beloved recipes but also reflects the special bond between her and her son, Paalan, whose inspiration was the catalyst for the brand’s inception.
We selected a warm, inviting colour palette of teal and magenta, reflecting the brand’s rich cultural background and creating a distinctive, homely ambiance that aligns perfectly with the brand’s narrative.
Our chosen fonts enhance this connection, with a bold primary font grounding the brand in its cultural heritage and a secondary, more whimsical font adding a personal, handcrafted feel to emphasise the artisanal nature of the products.
Neetu was thrilled with the final branding choices, which vibrantly capture the essence of her rich, flavourful, and cultured chutneys. With this finalised, the stage was set for a cohesive application across the rest of the brand materials.
Web Design
The core of our collaboration with Mama Sood’s was the creation of a fully bespoke custom website.
Plastered in the vibrant branding we developed, the website needed to fully encapsulate the essence of Mama Sood’s while providing visitors a seamless purchasing experience.
Recognizing the personal nature of Mama Sood’s, we opted for an “Our Story” page over a traditional “About” section to better convey the brand’s heartfelt origins through a dynamic timeline featuring milestones, personal and recent photos, thus offering visitors a deep dive into the brand’s journey from 1992 to the present.
Mama Sood’s is a very personal brand built on a heartfelt story, and we knew we needed to highlight this from the start. Wwe opted for an “Our Story” page over a traditional “About” section to better convey the brand’s heartfelt origins through a dynamic timeline featuring key milestones. As visitors scroll, they are greeted with pictures ranging from personal photos dug out of family albums to recent snaps of prototype products, offering a deep dive into the brand’s journey from 1992 to the present.
Next, and arguably the most important element of the website, was the implementation of an e-commerce store. This transformed the website into a direct sales channel for Mama’s chutneys, which was essential for her business to launch successfully.
The product range began with just four flavours – Tomato & Pineapple, Date & Tamarind, Apple, and Chilli. We developed individual pages for each flavour, offering two size options for purchase through a dropdown menu on their respective product pages.
This was exemplified when Mama Sood’s introduced special gift boxes for the holiday season. We swiftly created new product pages to align with their Christmas promotion, effortlessly integrating various sizes and crafting compelling descriptions for each offering.
As businesses innovate and evolve, we’re right there with them to offer support! So, when Mama Sood’s decided to offer special gift boxes over the festive season, we swiftly created new product pages to align with their Christmas promotion, effortlessly integrating various sizes and crafting compelling descriptions for each offering.
To enhance user convenience, we introduced a login feature that allows customers to access their order history and manage their payment information. This streamlined approach simplifies the ordering process, potentially boosting repeat purchases.
Finally, we created a Recipes page to give Neeu the space to share her unique taste sensations with the world. This not only provides an outlet of creative expression and a space to share her cultural heritage with the world, but it’s also a showcase for the versatility of Mama’s chutneys. Once visitors get inspired by recipes they’ve never considered, they’re more likely to head straight to the Shop page and try them out for themselves.
Social Media
Alongside the website’s launch, we set up social media profiles to build anticipation.
We selected three main platforms to post regular content – Facebook, Instagram, and Twitter. A series of posts were scheduled in lead-up to the launch, designed to engage and grow their audience. This strategy, coupled with sharing across the Sood network, successfully established a strong follower base before the site and store went live.
Following the launch, we kept the momentum by consistently sharing content related to the brand. This ranged from segments of Mama’s journey, showcasing products, sharing recipes, and more, always aiming for a personal touch. This included videos of Neetu preparing her chutneys and conducting blind taste tests to highlight the appeal of Mama Sood’s products.
We also embraced TikTok to tap into current food marketing trends, finding particular success with our blind taste test videos and market content. This platform’s effectiveness for Mama Sood’s reinforced our decision to experiment with it, highlighting the brand’s fit for trending content creation. It’s not suitable for all clients, but we saw potential in Mama Sood’s, and it paid off.
To capitalise on this newfound TikTok success, we set up a TikTok Shop page for Mama Sood’s. As the brand continued to succeed on the platform, a steady stream of orders were placed, making it a new and lucrative revenue stream that would have otherwise gone untapped.
The Conclusion
It was a lot of work, but we’re incredibly proud of our success with the launch of Mama Sood’s. Through impeccable branding, a strong social media presence, and a compelling website, we provided Neetu with the necessary support to successfully introduce her vibrant chutney brand to the world. We wish her all the success in the world and continue to support Mama Sood’s wherever we can.
One year after the brand launched, over 14,000 people have visited the Mama Sood’s website. They have also received nearly 200,000 likes on TikTok, with several videos reaching between 200k-700k views.
Click here to visit Visit Mama Sood’s. You can also follow them on Facebook, Instagram, Twitter, and TikTok.
Do you need support in launching a new project? Whether it’s branding, web design, social media, or all three, we’re here to bring your brand to life! Contact us for an open consultation.
