Meevaa Foods by Zappfresh.
At a glance
- Client
- Meevaa Foods By Zappfresh
- Sector
- FMCG
- Year
- 2026
- What we did
- Brand Positioning, Brand Strategy, Campaign Strategy, Social Media, Ad Creatives, Content Creation
Overview
Meevaa Foods is Zappfresh stepping beyond meat. The parent brand has spent eleven years delivering fresh chicken, mutton and seafood to Indian doorsteps; Meevaa is its vegetarian frozen snacks brand: samosas, momos, kebabs, spring rolls and tikkis, made restaurant-style, with no MSG or preservatives, blast-frozen and ready in minutes.
A strong parent, though, doesn't automatically hand its recognition down to a new name. When Meevaa came to Because, it had the product and the promise, but no clear positioning, no brand identity and no recall. Orders trickled in on the days ads ran, and stopped on the days they didn't.
As its branding and advertising agency, we took on the thinking and the doing: positioning Meevaa within the Zappfresh family, social media strategy, campaign strategy and every ad creative behind its paid media. Within a few months, sales stopped being Meevaa's biggest problem, and Meevaa became a brand with a voice of its own, campaigns built around moments people already care about, and orders that kept coming after the offers closed.
Services
- Brand Positioning
- Brand Strategy
- Campaign Strategy
- Social Media
- Ad Creatives
- Content Creation
Challenge
A new frozen food brand, no recall, and a freezer aisle where buyers reach for names they already know. Sales were Meevaa's biggest problem: orders came only while ads were live, and the brand had no clear place of its own next to Zappfresh.
The brief wasn't just "sell more". It was to give people a reason to remember Meevaa, and a reason to try it today.
Solution
Eleven years of Zappfresh. Eleven rupees of Meevaa. Instead of launching Meevaa in isolation, we tied it to a moment that already belonged to the family: Zappfresh turning eleven. The 11.11 campaign opened a window every day at 11 o'clock, when the first 100 customers got Meevaa products for ₹11: an offer simple enough to get in one scroll, and urgent enough to set an alarm for.
Bring a sibling. Bring a snack. For Raksha Bandhan, a festive campaign with a buy one get one free offer ran through the whole festive month, turning Meevaa into something you share, with fresh creatives every day, built around the festival's give-and-get spirit.
Across both, the creative did the brand building work: a consistent look, tone and promise that made Meevaa recognisable, not just discounted.
Execution
11.11 — Every day's 11 o'clock window sold through, and the momentum didn't stop there: orders kept coming for the rest of the day, and into the next. For the first time, Meevaa's sales had a rhythm of their own.
Raksha Bandhan BOGO — A full festive month of daily creatives, and a steady stream of orders to match.
Always on — Social media marketing, campaign planning and ad creatives that built Meevaa's identity and recall over the months that followed.
