Last week I went to Sainsbury’s for a quick shop and found out they had changed their entire spice section. Writing about spices and supermarkets, it could sound quite boring right? But it gets better so keep reading.
The thing is… I couldn’t find the brand that I usually buy, ironically I don’t remember its name, I just know how it looks -it’s the little jar with the green lid. Branding fail or not? My brain only remembered the visual aspect, so when I was looking for mixed herbs, oregano … bla bla bla, they are all now branded Sainsbury’s. As I’m in the ad world I started analysing the packaging, label, typography, colours, they all look clear and simple. The design is quite good and functional, the best thing: now you can read what you have from the top, (before there was only a big letter and the herbs’ name in tiny tiny letters), and while cooking you don’t have time to play the game of lifting 3 or 4 spices before you find the one you need.
According to Campaign Live the dry culinary complements market in the UK, which includes herbs, spices and seasonings, is worth about £92m. So when Sainsbury’s starts branding their own herbs they are getting a big slice of the category. There are business opportunities everywhere, even on little things such as seeds and spices.
That day I organised my laptop, created a plan and now I’m contacting small businesses who want to do great things. The big lesson here is start seeding.
We tent to think that making a smart move is making a big move. Sometimes small steps can get you further.