Spice Hunter Seeks To 'Hack The Rack'

In an attempt to get "Millennials to care about spices," The Spice Hunter (TSH) and its agency, Elevation, are introducing the national "Hack The Rack" digital campaign that focuses on surprising and innovative ways to alter — that is, hack — typical recipes. 

One digital banner, for instance, suggests, “Score major brownie points”  and provides a recipe for garam masala brownies joined by the message “rich, warm spices add an exotic twist.”

“The thinking is that if we can do something unexpected with a spice, or find a way to take a spice and use it in multiple unexpected ways, we could garner interest and drive the click to get the recipe,” says Aaron Dotson, principal/creative director, Elevation.

The media strategy — created by Chicago-based GRP Media — includes display banners, pre-roll, custom content, and media outlets like The Food Innovation Group and Food 52 running through March 2018.

This is the retail spice brand's second consecutive year of advertising and continues to target its core female Millennial food enthusiasts audience. Elevation has been working with TSH since spring of 2011 on branding, free-standing inserts, sales collateral and in-store point-of-purchase.
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