Overview
A product with genuine authenticity at its heart. Marketing that was not communicating it.
Kohinoor is an Indian food brand stocked in major supermarkets across the UK and Europe. Regionally made in India using locally sourced spices, it is a brand with genuine authenticity at its heart.
The problem was not the product. The problem was that the marketing was not communicating in a way the audience needed to hear.
ClientKohinoor
SectorFood & Beverage
ServiceBrand Growth
ProcessEdge + GTA
Key Result10× revenue growth
Fastest Growing Stir-In Curry Sauce
~The Challenge~
Looking and sounding like every other option on the shelf.
The stir-in sauce category is crowded and long-dominated by established brands. Kohinoor's product was genuinely different: made regionally in India, using locally sourced spices, with real culinary heritage behind every recipe.
None of that was landing. It looked and sounded like every other option on the shelf.
The brand needed more than a new campaign. It needed to understand what the audience actually believed and what would change that belief.
What Edge Found
The authenticity at the heart of the brand.
Edge mapped the Buyers Journey for Kohinoor's audience and identified the core tension. Most Indian cooking products feel like inauthentic shortcuts to buyers who care about what they are actually cooking. The emotional need was for something genuinely credible, culturally specific and worthy of pride.
Authenticity and heritage were not just Kohinoor's strongest assets. They were the audience's most powerful unmet need.
The Core
This brand is the real thing.
The words “Proper Indian” are not in Kohinoor's Core. “Authenticity” is. The leap from that truth to “Proper Indian” is what the brand and creative layer did with it. Both were necessary.
How GTA Activated It
A suite of campaign assets built entirely from what the Core revealed.
Go To Audience built the campaign entirely from what the Core revealed. A suite of video assets focused on Kohinoor's four most popular sauces: the regional origin of each recipe, the spices used and the culinary traditions behind each dish. Honest, direct language designed to resonate with a broad UK audience while staying true to the brand's heritage.
Deployed across YouTube, Google Display Network and paid social. Supported by recipes, cooking content and influencer collaborations that extended the reach and built ongoing engagement.
Every channel chosen because the audience data supported it. Every piece of creative drawing from the same source.
YouTube · Google Display · Paid Social · Influencer · Content
10x
Revenue growth from a single audience-first strategy
Fastest growing
According to Nielsen, Kohinoor's stir-in sauces are the fastest growing in the category
Market share
Significant uplift in awareness, search volume and where-to-buy queries
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