The Spice Tailor, the brand created by TV chef Anjum Anand to sell authentic Indian curries, pastes and sauces, has appointed Bath-based integrated marketing firm AgencyUK to promote it in the UK and Australia.
The Spice Tailor uses authentic ingredients that can be ‘tailored to taste’ in a convenient, three-step cooking process.
AgencyUK was tasked with launching an above-the-line campaign for the brand which encourages home cooks to quickly create their own dishes, tailored to taste. 
The campaign’s three press ads feature visual coincidences that allude to authentic spices being ‘tailored’ into the sauces.
Cumin seeds are represented as stitching, peppercorns become pinheads and slices of fresh ginger and turmeric resemble buttons. The campaign was created by AgencyUK’s Zane Radcliffe and Jamie Bush and shot by Bristol specialist food photographer Kirstie Young.
Zane Radcliffe said: “Because this is the first above-the-line campaign for The Spice Tailor, it’s crucial that we get the brand name out there. The creative idea visually dramatises the name The Spice Tailor in the coming together of tailoring and food preparation.”
The campaign will be rolled out in retailer and consumer magazines, starting with the November issue of Sainsbury’s Magazine.
AgencyUK, which rebranded from The Agency earlier this month, is one of the UK’s fastest-growing integrated planning, creative, technology and media agencies, with offices in Bath and London.
It was recently named as the South West’s top digital agency in industry publication The Drum’s annual Digital Census and was ranked fifth of all agencies employing fewer than 25 staff across the whole of the UK.
Clients include The AA, BSM, Bristol City Council, Devon County Council, Eaglemoss Publishing, Startup Loans Company, Ladrokes Bingo, Welsh Beef and Welsh Lamb.
