Maintaining premium price in a cost of living crisis
Challenge: When free from consumers are increasingly value led, how can brands maintain premium pricing?
As concerns around the cost of living prompt an increasingly rationalised shopping basket, getting on the shopping list is key. Shoppers will naturally turn to own label products, so brands need to build emotional connections with shoppers to overcome the price wars.
How we’ve done it before: The Spice Tailor – from starter brand to leader
The Spice Tailor needed to stand up against other big, corporate Indian food brands.
We uncovered that the brand had a secret ingredient – founder Anjum Anand. We positioned her as the face of modern Indian cuisine with press trips, private cookery masterclasses with menu inspiration.
Results: Successful UK launch with the range stocked in all the major multiples; achieved double digit growth in a competitive marketplace.