ZOFF Foods has launched ‘Know The Brand’, a consumer awareness campaign that seeks to shift the conversation around whole spices from price and packaging to quality, purity, sourcing and food safety.
Launched ahead of the festive season, the digital-first campaign has been designed with a quick-commerce-first approach, encouraging consumers to look beyond the familiar cues they typically use while choosing whole spices. The campaign comes against the backdrop of long-standing concerns around adulteration and quality in the spices category.
Rather than positioning the conversation only around its own products, ZOFF Foods is using the campaign to encourage consumers to question brands across the category including ZOFF itself.
At the centre of ‘Know The Brand’ is a simple question: how much does a consumer really know about the spices they are buying?
The campaign asks consumers to look beyond the price tag and packaging and consider factors such as where the spices are sourced, how they are cleaned and processed, what they are tested for, and how they are stored and packaged.
ZOFF Foods says the objective is to bring greater visibility to processes that directly influence quality and food safety, while encouraging consumers to make more informed purchasing decisions.
The campaign also reflects the growing role of quick commerce in grocery discovery and purchase. By making the campaign quick-commerce-first, ZOFF Foods is attempting to introduce this scrutiny at the point where consumers are increasingly making everyday grocery decisions — while browsing a digital shelf.
Link to the campaign:
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‘Sawaal Karo! Humse Bhi!’
Sharing the insight behind the campaign, Akash Agrawalla, Co-founder, ZOFF Foods, said “India is one of the world’s leading producers and exporters of spices. We are, however, still faced with age-old problems of purity, quality and adulteration. When we entered this category in 2018, we knew we wanted to solve it, and we did so one step at a time. We led with innovation and technology and kept quality at the centre, helping ZOFF earn a place in kitchens across India. Consumers deserve clear answers about the spices they use every day. Where were they sourced? How were they cleaned and processed? What were they tested for? These questions should be part of the purchase decision.”
“With ‘Know the Brand’, we want to encourage that habit and make brands, including ZOFF Foods, more answerable to the people buying from them. Don’t take our word for it either. Sawaal karo! Humse bhi! We believe lasting trust comes from being open about what we do and how we do it.” he added.
