Build The Spice Tailor from a starter brand to a leading range within the World Foods category
We needed to stand up against other big, corporate Indian food brands. At the same time, enhance the profile of the brand’s founder Anjum Anand, to position her as the modern face of Indian cuisine.
We created and produced consistent, quality media engagement moments to educate on the quality, diversity and innovative nature of the range with integrated digital and retailer strategies.
Following a successful UK launch with the range stocked in all the major multiples, the brand launched in Australia, achieving double digit growth in a competitive marketplace, attributable to building its brand equity through high impact PR activation.