Changing common perceptions of India and its cuisine
The Spice Tailor sought to break the indulgent stereotype of Indian food and offer a healthy alternative. Consequently, they created a range of light and fresh Indian sauces that redefine home-cooked Indian food.
Futureproof was challenged to develop a campaign that reflected the brand’s creative and vibrant approach, moving consumer perception of Indian food from heavy and unhealhty to simple and light.
We developed the brand idea ‘Rethink Indian’ and executed this through ‘Spice Night’, an interactive digital campaign.
Mirroring what the product does for the sauce sector, the idea encouraged consumers to rethink Indian cooking at home. The Spice Night campaign was developed to secure the buy-in of over 150,000 new consumers to the brand, and also drive sales with their major retailer.
Spice Night came in the form of a weekly cook-along with Anjum Anand, hosted on Facebook with weekly promotions to drive repeat visits and purchase. A Facebook app was created to facilitate interaction with the brand, allowing users to map their culinary journey, communicate with friends and enter competitions.