The Spice Tailor needed to stand up against other big, corporate Indian food brands. With Indian home cookery growing in popularity, we knew that consumers were searching for ways to simplify the complexities of Indian cuisine.

We uncovered that the brand had a distinctive ingredient – founder Anjum Anand. Using her expertise, Speed positioned Anjum as the face of modern Indian cuisine. Our campaign strategy included a press trip to India with Anjum for a private cookery masterclass. As well as traditional PR KPIs, we were also tasked with helping build the range in retail. We created and produced consistent, media moments with integrated digital and retailer strategies.

The UK launch was a big success, with the range stocked in all the major multiples. It achieved double digit growth in a competitive marketplace and – off the back of the success of the campaign – we helped the brand to launch in Australia