Brand Strategy, Consumer Insights & Brand Lover Panel
There is a large gap between American Indian food (and perceptions of it) and Maya Kaimal’s cuisine. BIG partnered with the brand to educate consumers and close the gap by translating this rich family-based experience to more homes. We built a brand bridge from traditional Indian cooking to modern American culinary innovation. Through one-on-one discussions with brand lovers, to group cooking interactions, and product testing in our test kitchen, we helped the brand identify key messaging themes that helped them better articulate an authentic expression of the brand. BIG created the first coherent brand architecture for the company and fuels innovation by gathering ongoing feedback from a panel of brand enthusiasts.