Pinch

Introducing Pinch, the new restaurant-inspired range of Indian chilled prepared meals

Pinch, a new brand launched by Bakkavor, brings restaurant-quality Indian cuisine to supermarkets.

Launched in Tesco, the brand offers a range of starters, mains, and sides inspired by street food and modern Indian fusion.

Our brief was to create visibility for Pinch as a completely new brand in a competitive category, whilst positioning the brand as an elevated, restaurant-quality Indian food experience, differentiating it from modern Indian restaurants and home delivery services.

With no existing brand channels or assets, our first task was to establish Pinch’s digital presence and generate excitement among Tesco shoppers.

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Activating the Spice Season campaign

The campaign strategy was executed in three phases.

First, we focused on establishing the Pinch brand by producing content, launching social channels, and collaborating to build a brand-new Pinch website to build trust and visibility.

Next, we announced the brand’s launch through trade media relations and across the Pinch social channels, creating initial excitement and awareness.

In the third and final phase, we activated the “Spice Season” campaign during the autumn, an integrated platform that saw us deliver press outreach, influencer collaborations, and paid/organic social media to drive consumer interest at a key time for Indian cuisine.

Our paid social strategy targeted Meta users near Tesco stores, ensuring localised reach and encouraging in-store purchases.

The designed assets were inspired by Pinch’s vibrant packaging, creating a cohesive visual identity across all campaign touchpoints, while social media showcased genuine customer feedback to connect with the target audience of food-loving families and millennials.

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The results

Our PR efforts focused on securing editorial coverage in key online publications, leveraging moments like National Curry Week for product placement opportunities.

We also sent gift packs to top-tier journalists, giving them a chance to sample the range and share their experiences.

To generate further buzz for Pinch’s launch, we collaborated with influencers aligned with our target audience, successfully negotiating buyout rights to repurpose high-quality content across both organic and paid social channels.

The launch campaign was a huge success with Bakkavor seeing widespread awareness across multiple channels of its new flagship brand, Pinch.