ZOFF Foods has launched a consumer awareness campaign titled ‘Know The Brand’, encouraging shoppers to look beyond price, packaging and brand familiarity when choosing whole spices. Rolled out ahead of the festive season, the initiative seeks to put quality, purity and food safety at the centre of conversations around everyday spice purchases.
Positioned as a quick-commerce-first digital campaign, ‘Know The Brand’ aims to encourage consumers to take a closer look at what goes into the spices they bring into their kitchens. The campaign highlights long-standing concerns around adulteration and calls for greater awareness of how whole spices are sourced, cleaned, processed, stored, tested and eventually packaged.
Rather than asking consumers to rely solely on claims made on the pack, ZOFF Foods is using the campaign to encourage greater scrutiny and transparency across the category. The initiative raises questions around sourcing practices, processing methods and quality checks, to help consumers make more informed purchasing decisions.
The campaign also reflects ZOFF Foods’ broader positioning around accountability within the whole spice ecosystem. The brand believes consumers should have greater visibility into the journey of the products they purchase and should be encouraged to ask brands meaningful questions about quality and safety.
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.”
He added that consumers should have clearer information about the spices they use regularly, including where they are sourced, how they are cleaned and processed, and what quality parameters they are tested against. According to him, these questions should become an integral part of the purchase decision, with brands being more accountable to the consumers they serve.
The campaign’s message is built around encouraging consumers to question rather than simply accept brand claims. ZOFF Foods is also placing itself under the same scrutiny, using the message “Sawaal karo! Humse bhi!” to reinforce its call for greater openness and transparency.
The initiative began through digital conversations focused on sourcing, processing and quality, before being amplified through ZOFF Foods’ digital ambassador, Chef Natasha Gandhi. The brand aims to turn these conversations into an everyday consumer habit, particularly at the point of purchase on quick-commerce platforms.
Through ‘Know The Brand’, ZOFF Foods is attempting to shift the conversation around whole spices from simply comparing prices and packaging to understanding the quality journey behind the product. The campaign ultimately encourages consumers to ask more questions before adding a packet of spices to their cart.
Send news announcements/press releases to:
editor@thefoundermedia.com
