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Spice Hunter Case Study

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Recipe developed The Spice Hunter's first advertising effort in the company's 30 year history. The campaign included print, TV and web. Recipe worked with Academy Award winning animator, Joan Gratz, to bring to life Spice Hunter's "your source for true flavor" positioning. The TV commercial raised brand awareness and garnered a Telly Award for it's creativity.

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Spice Hunter Case Study

  1. 1. © 2010 Recipe Marketing
  2. 2. © 2011 Recipe Marketing Spice Hunter Case Study
  3. 3. Spice Hunter Marketing Challenge © 2011 Recipe Marketing <ul><li>The Spice Hunter is a gourmet spice company with limited national distribution. To help raise awareness and increase distribution, Spice Hunter decided to advertise. This was their first advertising effort since they were founded in1980. </li></ul>
  4. 4. Spice Hunter Marketing Challenge © 2011 Recipe Marketing <ul><li>Recipe’s prime objective was to brand Spice Hunter as the source of true flavor and differentiate themselves from the larger, better known spice brands, McCormick's and Spice Islands. </li></ul>
  5. 5. Spice Hunters Marketing Strategy © 2011 Recipe Marketing <ul><li>The advertising campaign set out to appeal to people who love to cook and their sense of creativity. The idea was to show how with The Spice Hunter's wide variety of true flavors you can create delicious dishes. </li></ul>
  6. 6. Spice Hunter Creative Mix © 2011 Recipe Marketing <ul><li>Print ads ran in Gourmet, Food and Wine and Saveur. </li></ul>
  7. 7. Spice Hunter Creative Mix © 2011 Recipe Marketing <ul><li>TV commercials ran on the Food Network. </li></ul><ul><li>To view commercial: http://ow.ly/5VFAM </li></ul>
  8. 8. Spice Hunter Creative Mix © 2011 Recipe Marketing <ul><li>Recipe worked with the Food Network to create a microsite which directed traffic to The Spice Hunter’s website. </li></ul>
  9. 9. Spice Hunter Creative Mix © 2011 Recipe Marketing <ul><li>Banner ads were also created to drive traffic to the website. </li></ul>
  10. 10. Spice Hunter Results © 2011 Recipe Marketing <ul><li>The campaign launched during the holidays, the height of the spice buying year. The campaign was pre and post tested amongst consumers. The three month campaign gained significant awareness amongst non-Spice Hunter users and impressive click thru rates. </li></ul>

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