MUSE Gold

Canada

2021

Chef Bombay

Entrant Company

Argyle

Category

Social Media

Client's Name

Aliya's Foods

Sub-Category

Food & Beverage (NEW)

Chef Bombay, a consumer-facing brand of Aliya’s Foods, features authentic Indian meals available in the frozen food section of many large retailers in Canada and the US. To mark their 20th anniversary two years ago Chef Bombay refreshed their brand with a new logo and boldly coloured packaging to grab the attention of busy Millennials looking for convenient, high-quality meals. Argyle developed all the creative for social media campaigns to support the new Chef Bombay look and brand of quality meals made from authentic family recipes using real ingredients. We created images and videos that showcased the food as convenient, delicious and social. We strived for a bold and edgy look to cut through social clutter and match the boldness of the packaging. We also aspired to make artistic images that were uncomplicated, whimsical and full of Bollywood adventure to appeal to the spirit of Millennial consumers. We produced original photography and video of the food and packaging showing it in context of how our audience would eat Chef Bombay - on their own, working from home, snacking, as appetizers at small get togethers, with their significant other. The photography and video are styled to reflect the brand. Our design incorporated original vector graphics, stock graphics, typography, provided photo assets and package renderings. We also collaborated with a freelance photographer Chef Bombay has worked with in the past, briefing her with our art direction decks so she knew what we needed from her to make our vision come to life. Social media results during the 2020 calendar year include almost 9 million impressions, over 1.2 million video views and 21,126 link clicks. These metrics include placements on Facebook, Instagram, Pinterest and TikTok. Chef Bombay has launched a fresh new look with the same recipes passed down through generations. Whether it’s butter chicken, pakora, naanpanadas or vegetable samosa—some quick, easy Chef Bombay is never far from where you are. Don't let anything stand between you and your Chicken Tikka Masala!

Credits

Daren Wowchuk
Vini Kran
Jan Mazereeuw
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