What's the story?
Turban Chopsticks is a supplier and maker of vegan, gluten free and allergen free curry pastes and sauces that will help create authentic Indian and South East Asian cuisine in the comfort of your own home kitchens.
Turban Chopsticks needed to gain national engagement as they gained stockists across the country with their target audience and also within their industry peers and media.
What did we do?
We created two things - a national engagement strategy and also a PR campaign strategy. Let's talk engagement first...
Did you know that research has shown that the herb and spices industry in Australia have entrenched their position as staple items in home cooking over the past five years? Consumers are increasingly looking to add additional flavours and twists to their staple home-cooked dishes. Industry revenue for herbs and spices is expected to grow by an annualised 0.7% over the five years through 2017-18, to $232.4 million”
With that in mind, we created a national engagement strategy - social, EDMs, PR, advertising - based on the concept of creating Australia’s Spice Tribe - an online community of foodies, spice lovers, brand ambassadors - who would be keen to learn more about spices and share their own knowledge and content.
Then we cemented this engagement with a PR campaign that targeted specific media outlets for relevant Turban Chopsticks news.
What happened?
Well…. where do we start?
The Spice Tribe was launched and over 6000 email addresses were gathered to create the first online community. More content and engagement activities that “stand out from the crowd” are currently under development so watch the Turban Chopsticks space at https://www.instagram.com/turbanchopsticks/
Turban Chopsticks also received numerous editorials with the Community Newspapers, and many Vegan and FMCG trade publications, resulting in even more stockists nationally.
