Spice World | For the Love of Flavor
Spice World was experiencing 20% higher user engagement on social posts that highlighted product usage in flavorful dishes versus packaging and products alone. The budget was approved for a new omnichannel campaign to run in 2024. Luckie was tasked with developing the new campaign, maintaining the brand push and package recognition and bringing in more “food appeal.”
Leveraging our industry experience and the trends we had tracked for Spice World over the previous 18 months, we created a new campaign — “For the Love of Flavor.” The new creative captured the ease of putting together tasty meals with one of two key products: Spice World’s market-leading Minced Garlic and its latest innovation, Easy Onion. The fast-paced videos ran on Instagram, Facebook, TikTok, Pinterest, display and retail media to entice home cooks on an emotional level, marrying concepts of love, convenience, food and flavor while minimizing the limitations of prep time and “chef-ability.” Our goal of motivating the audience to experiment with ready-to-use recipes kept the brand’s social momentum going while driving a noticeable lift in engagement and landing page metrics.
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