Brand building through inspiration and education
With Indian home cookery growing in popularity, consumers are increasingly searching for ways to simplify the complexities of Indian cuisine. The Spice Tailor provides this simple solution; Speed was engaged to help the brand stand out against large- scale corporate competitors.
The Spice Tailor has a distinctive ingredient – brand founder Anjum Anand. Using her expertise, Speed positioned Anjum as the face of modern Indian cuisine.
The campaign included several media moments to tie in with product launches and using Anjum to talk about the quality, diversity and innovation that could be found in The Spice Tailor range of products. This 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.
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.