Elephant atta

Brief:

Owned by global giant Associated British Foods, we were approached with revitalising the brand image and reverse declining sales of Elephant Atta through a full brand strategy, TV Shoot media placement online and offline to position Elephant Atta as a key product of choice for South Asian mothers in the UK.

Winning Strategy & Execution:

Using our proprietary in-house multicultural database, we were able to identify and segment South Asian mothers across the UK and all their media consumption patters and behaviour with all the specific channels that had significant penetration both offline and online including postcode targeting.

RESULTS:

• Raised market share and sales making it the No. 1 Atta brand in the UK
• Brand awareness increased by 93%
• Achieved to highest level of brand loyalty in South Asian food brands
• Updated the website, developed blogger partnerships and created online promotions