STAMFORD, CT: Indian and Pan-Asian prepared foods brand Tasty Bite hired Peppercom as its AOR as part of its effort to reposition itself as a mainstream food item. The agency participated in a competitive RFP process for the six-figure, year-long contract.
"We're really looking for them to help us achieve aggressive growth levels and get us positioned as an everyday item in people's pantries, as opposed to just being thought of in the ethnic sect," said Stuart Hendrickson, brand manager at Tasty Bite parent company Preferred Brands International.
The RFP process involved six small-to-midsize agencies.
"We felt we needed a little bit of a larger agency to help us achieve our aggressive growth goals," he said, referring to the recent launch of two new products that the company hopes will serve as its "first foray into mainstream grocery aisle."
Peppercom will focus on raising consumer visibility on a national level via a digital and social media plan to support its traditional PR efforts.
As a way to educate consumers about Indian and Pan-Asian foods, the team will promote meal inspirations and recipe ideas, explained Sara Whitman, senior director at Peppercom.
"One thing is understanding the changing palette of American tastes, and how easy it is to fit different kinds of cuisines into meals in a cost-effective way," she said.
Regional engagement, including consumer events and promotions tailored to local market cuisine, will also play a key role.
Tasty Bite previously worked with The Cirlot Agency on media relations, but that relationship ended in January.