CategoryAdvertising | Media | Strategy | Creative
After an extensive and highly competitive pitch, we succeeded in winning the business for Kohinoor Basmati rice. The group, relatively new in the UK market but global giants overseas, were steadily gaining ground on their more established competitors. The company also houses Trophy, Triple Diamond and Tohfa basmati rice brands. The main campaign, based on the brand’s ‘True Basmati’ positioning, spanned across TV, Sponsorships, PR and Trade Press. Results showed that Kohinoor now enjoys 63% Value growth (year on year) and has been year-marked in a recent Mintel report as being the ‘fastest growing rice brand in the UK’.