Educating the UK consumer on the authentic taste of Japan to secure major supermarket listings
Services
Social Media / Influencer Marketing / Content Creation / Photography / Video
The Brief
A household name in Japan, S&B is a heritage Asian food producer of spices, sauces and more, who wanted to increase market share and increase penetration in the UK market.
Their initial focus was to raise awareness around their number one product, Golden Curry, an instant roux that creates authentic Japanese Curry.
It would be our job to entice the British public to try this classic Japanese Curry, learn how to make it and most importantly… where to get it!
S&B were looking for an agency to provide direction to their UK Golden Curry channels.
Authentic Japanese Curry is more commonly associated with Katsu Curry sauce in Britain, so it was our aim to re-educate audiences and show them how to easily replicate this kind of curry at home.
To do this, we needed to take it back to basics, with plenty of simple recipe posts, video reels explaining Golden Curry usages, and educational pieces around Japanese food and culture.
The aim of this content was to show how simple the product is to use, tempting viewers to seek it out in the World Food aisle or their local Asian supermarket.
Starting off with simple hacks and basic recipes we’ve brought audiences into the brand whilst steadily introducing more authentic recipes and educational pieces on Japanese ingredients, so our audience can expand their palate and level up their Golden Curry cooking!
Our Approach
Most people in the UK are limited in their knowledge of Japanese food and culture. And although we wanted to educate them, we knew we couldn’t overawe them, or worse bore them!
We therefore sought to make our content as accessible as possible, focusing on simplicity and clarity so that authentic Japanese cooking and recipes appear attainable.
We started by developing a new look and feel for their content incorporating key brand assets, on-pack colours and typography. This created a more symbiotic relationship between the social feed and their on-shelf visuals, helping to cement brand recognition through the customer journey, from awareness on social channels through to point of sale fixtures.
We’ve built up the brand’s video assets and balanced the content pillars with recipe photography, all shot and created in our in-house studio kitchen.
After testing our owned content on organic channels we were then able to leverage these assets across our paid platforms, on awareness campaigns across Instagram, designed to make the Golden Curry name a more recognisable institution!
Results
The results speak for themselves, through a thorough test, learn and optimise, paid, earned and owned strategy S&B Golden Curry has increased distribution, with listings now in Sainsbury’s, Tesco, Morrisons, Waitrose, and Ocado.
Reaching over 3.3m people in 2023, we’ve generated over 390k engagements on Instagram, supporting our key metric of brand awareness, and subsequently increasing market share and penetration.
