SPICE INDUSTRY
OVERVIEW
The British experimentation in food and globalization is playing a great part in the ever growing demand for spices and seasoning. The UK‘s spice industry’s revenue reached £3,225m in 2020, Let’s put this into context by giving a brief history of why the spices market is thriving and growing as it is. There is s a lot of background to consider when designing and running a successful marketing campaign, especially in a sector with complex global operations. It is after all a beautiful industry full of the colours, textures, tastes, and aromas that the spices themselves provide. Its vibrancy and versatility, with different spices for different dishes and occasions, needs to be communicated to audiences to convince them that a variety of spices is the spice of life!Each consumer has different preferences, lifestyles and food habits depending on many factors including age, ethnicity and cultural traditions. As such, each section requires different methodologies for generating and nurturing leads. In this case study we have covered all points and converted spices in to a success story.
THE BRAND
EAST END FOODS’
SPICES
East End Foods, founded in 1972, has grown to be one of the largest importers, sellers and distributors of Asian foods in the United Kingdom and has a yearly turnover in excess of £180m. The vast majority of their business has historically been from the UK’s large South Asian community, but when we began working with their marketing team the aim was to develop a new communications strategy and to reposition their corporate image so as to attract consumers from other backgrounds, thus increasing their revenue and market share. However, they also wanted to retain the strong reputation they had built over the decades as being the best suppliers of pure and authentic Asian foods and ingredients, which has traditionally appealed to families missing food from ‘back home’.
PROJECT
OVER VIEW
For East End’s spices segment, or aim was to explore and drive and innovation, create a substantial social impact and to invest heavily in creativity to generate consumer demands throughout the linear trajectory of marketing. We wanted to deliver content whose tangible and intangible results fall outside the conventional bracket; this required attention to detailing and a lengthy process of evaluating spices and their significant contribution on a broader canvas. We also create performing arts combined with immersive tech, design with cutting-edge solutions to overcome brand challenges. With a collaboration of innovation and creativity we provide business outcomes that secure growth.
BASELINE
RESEARCH
While exploring the brief for the creative campaign development along with brand team, certain facts were focused upon; those considered as the brand’s USPs, which created the theme for the script and concept. The fact that the raw spices are imported from various parts of the world and the processed and cool ground in the UK mills of East End Foods was considered the most fundamental- continuity of local processing ensures a vibrant aroma and purity and keeps the spices flavoursome. The visualisations at the stage of storyboarding was conceived around the most peculiar elements of the script.
NEUROLOGICA
UNDERSTANDING OF SPICES
ALL STAKEHOLDER PERSONA
By conducting background research, observing human interaction, analyzing literary techniques we develop a keen understanding of consumers of all backgrounds and see how these relate to the spice industry. From practice related research to consumer neurological research, we have keenly evaluated all segments for the spices sector. We researched how consumers with different demographics think and feel about spices in the UK, including the standards they expect, along with any objectives and concerns. We further evaluated which communication styles suit each identifiable section of the consumer base; these empirical approaches help us to dig deep into the factors that help us to promote spices. The main objective was underpinning the success in creation and execution. Data mining and analytics also played a significant part in understanding the context and driving forces behind those behaviors.
CAMPAIGN SCOPE
The campaign scope was to measure how to achieve maximum productivity and value for the brand, while maintaining budget constraints. This helped us to:
- Create new revenue streams
- Build awareness among among market and affinity customers
- Create Consumer demand
- Expand the market scope
- Entice existing and non-existing audience
- Achieve a sustainable business positioning
- Influence socio psychological factors
- Brand build
GOALS
For spices we needed to work by establishing a close alliance between statistics, strategy and intuition to come up with an approach to become the source of real success for our client. As viewers are bombarded with adverts, we needed to identify how what can make them stand out from the crowd, in a subtle manner to establish strong and lasting connections with the target audience. We are proud to report that the campaign delivered the goals, resulting in an established connection with the customers.
CHALLENGE
The biggest challenge was to create a buzz around the brand and enhance its appeal among UK families. Our aim was to make the brand an integral part of conversations and kitchens, in UK households. We wanted to capture the authenticity of content that compliments life and the credibility of the brand. We achieved all this using bespoke consumer insights to forecast how the average spice consumer would behave, by evaluating consumer touch points and discourse analysis in decoding the best communication type to appeal to them.
OPPORTUNITY
AND PROCESSES
For East End’s spices segment, or aim was to explore and drive and innovation, create a substantial social impact and to invest heavily in creativity to generate consumer demands throughout the linear trajectory of marketing. We wanted to deliver content whose tangible and intangible results fall outside the conventional bracket; this required attention to detailing and a lengthy process of evaluating spices and their significant contribution on a broader canvas. We also create performing arts combined with immersive tech, design with cutting-edge solutions to overcome brand challenges. With a collaboration of innovation and creativity we provide business outcomes that secure growth.
STRATEGIC DRILLDOWN
To help a brand grow quickly with stability, the using of deep insights of consumption is vital and it develops strong connections between consumers and brands. The main strategy was to trigger the imaginations of consumers and respond to market needs. This helped the brand to become one of the leading spice brands.
ESTABLISHMENT OF
BRAND VOICE
AND TONE
We aimed to develop a brand voice that connects with audiences at a deep level. The focus of East End is its customer centric brand facilitates: to provide for customers in the best possible manner. We carefully created a brand tone that is sincere, intellectual and inspiring, to reflect brand’s identity. A strong brand voice helps to establish a distinctive positioning among competitors. These tones remain constant in all campaigns which helps to establish a constant impression and increased consumer trust.
THE CREATIVE CONCEPT
AND VISUALIZATION
While exploring the brief for the creative campaign development along with brand team, certain facts were focused upon; those considered as the brand’s USPs, which created the theme for the script and concept. The fact that the raw spices are imported from various parts of the world and the processed and cool ground in the UK mills of East End Foods was considered the most fundamental- continuity of local processing ensures a vibrant aroma and purity and keeps the spices flavoursome. The visualisations at the stage of storyboarding was conceived around the most peculiar elements of the script.
CRAFTED COMPELLING
BRAND VOICE
SPICE STORY
For shaping company entity, we use narratives and techniques that picturize spices are the pure reflection of nature, these magical sparks truly connect consumer with deep level to involves audience by highlighting benefits, Whole message seems to be a two conversation. Aroma, color, spark and characteristics of spices truly touch people hearts, make them want to bring in their lives.
THE SPICES
TV ADVERT
SPICES
As of certain budgetary constraints, the TV advert idea was designed to be made in 3D/2D animation. The visual magic which was easier to derive out of the spices. Spices as a product have got the immense richness of the colors of nature. Keeping the colors separated for the establishment and identification of each spice but also showing all together was a challenge taken up by our CGI artist and animators.
TURNED IDEAS
IN TO MOTION
To attain perfection, each aspect of the spice video production procedure was consumer centric. We paid attention to gauging video content that can persuade and touch the desires and drives of consumer, to helps the brand connect with its target audience. We turned magic in to reality using out in-house studios and turned spices in to care, creativity and excellence. Each campaign seems to be technically flawless and highly memorable.
