Keeping in mind how our eating habits have changed, our diets have been influenced by factors like the technologies in our kitchens, the modes of transport supplying our shops, media, the government and by trade and migration trends. The eating habits of our parents, grandparents and great-grandparents would be completely unrecognizable to many of us today. Our experiences of shopping and cooking have been transformed as have our attitudes towards health, table manners, ‘foreign’ foods, waste and even choice.
The Challenge
National Foods Ltd. One of the leading spices brand from Pakistan wanted to give their UK market sales a boost, in order to do so they wanted to launch a BTL campaign to create top of mind in old consumers while reaching new consumers as well as generating taste trials among them.
Insight
The spices industry in UK has grown over the years as the first and second generation South Asians crave the taste from home without the hassle of mixing spices. The recipe mix and spices open a whole lot of options for the consumers while being less time consuming, therefore these products are a must have in any South Asian shopping list.
Strategy
As the brand was already present in the market in order to give the sales push, the activity was designed with special promotional offer to give consumers an extra incentive.
Execution
Our sales promoters various pre-designated stores on weekends for three months throughout the UK offering consumers free samples on purchases, creating brand awareness as well as gaining feedback from them on various aspects including their current brand preferences. The key locations were targeted twice in order to create recall as well as to give the campaign an extra mileage.
Results
The feedback and shelf offtake ascended visibly during the latter part of the campaign and the client noticed a boost in their sales as well as general brand awareness.