ZOFF Foods ‘Know The Brand’ campaign nudges consumers to question their choices

Launched with a purpose to revolutionize India’s spice industry, ZOFF Foods strengthens its commitment to consumers and the ecosystem at large with a thought-provoking campaign, ‘Know The Brand’. Launched ahead of India’s festive season, #KnowTheBrand is purpose-led and shifts the conversation towards quality consciousness. Having kicked off as a consumer awareness initiative, #KnowTheBrand developed into a quick-commerce-first campaign encouraging consumers to look beyond price and packaging for their whole spices. Given the age-old problems with adulteration, the campaign encourages consumers to look more closely at the whole spices they bring into their homes and kitchens and prioritize quality, purity and most importantly safety. 

A contender in India’s whole spice ecosystem, and one that is also answerable to its consumers, ZOFF Foods believes today’s consumers deserve greater visibility and accountability for their purchases. #KnowTheBrand raises questions around how spices are produced, sourced and eventually packed. It aims to introduce greater sourcing transparency, sharper scrutiny, empowering consumers to make more informed choices. The campaign also tackles conversations related to processes that are integral to quality and food safety, covering cleaning, storage, testing and packaging rather than relying solely on familiarity or promises.

Sharing the insight behind this thought, 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. Consumers deserve clear answers about the spices they use every day. Where were they sourced? How were they cleaned and processed? What were they tested for? These questions should be part of the purchase decision. With ‘Know the Brand’, we want to encourage that habit and make brands, including ZOFF Foods, more answerable to the people buying from them. Don’t take our word for it either. Sawaal karo! Humse bhi! We believe lasting trust comes from being open about what we do and how we do it.”

The campaign began with digital conversations around sourcing, processing and quality, that was further amplified by ZOFF Foods’ digital ambassador, Chef Natasha Gandhi. The campaign aims to turn that moment of questioning into an everyday habit. Before adding a packet to the cart,  ZOFF Foods urges consumers to know more than price.