Elephant Atta ⎯ Come Home to Elephant Atta
Reawakening a Household Icon
Retail
Brief
Elephant Atta approached us at a pivotal moment, a heritage brand loved by South Asian families but losing relevance with a new generation in the UK. What began as a single brief became a multi-year transformation shaped by cultural insight and modern storytelling.
Strategy
We refreshed the brand’s narrative through platforms like Inspired by Mum, Crafted by Me, modernised its visual identity and rebuilt the brand world to feel contemporary while staying true to its roots. Using our multicultural insight engine, we identified key South Asian mum cohorts and mapped their food rituals and media habits to create an authenticity-led communication ecosystem.
Through a new hero TVC, high-impact OOH, digital and social content, community media and influencer activations, we delivered an integrated presence across every key touchpoint. We also upgraded the website and executed retail and promotional campaigns to strengthen everyday relevance.
Strategy
Using our proprietary in-house multicultural database, we were able to identify and segment South Asian mothers across the UK and all their media consumption patters and behaviour with all the specific channels that had significant penetration both offline and online including postcode targeting.
Results
The result was a culturally rooted revitalisation that re-established Elephant Atta as a modern, meaningful staple in South Asian kitchens across the UK.
90%
Increase in brand awareness across core South Asian audiences.
Rank 1
High Brand Loyalty - Achieved the highest loyalty levels in the South Asian foods category.
No.1
Market share regained, making Elephant Atta the leading atta brand in the UK.
More Works
(MRA — 02)
©2024
More Works
(MRA — 02)
©2024
Elephant Atta ⎯ Come Home to Elephant Atta
Reawakening a Household Icon
Retail
Brief
Elephant Atta approached us at a pivotal moment, a heritage brand loved by South Asian families but losing relevance with a new generation in the UK. What began as a single brief became a multi-year transformation shaped by cultural insight and modern storytelling.
Strategy
We refreshed the brand’s narrative through platforms like Inspired by Mum, Crafted by Me, modernised its visual identity and rebuilt the brand world to feel contemporary while staying true to its roots. Using our multicultural insight engine, we identified key South Asian mum cohorts and mapped their food rituals and media habits to create an authenticity-led communication ecosystem.
Through a new hero TVC, high-impact OOH, digital and social content, community media and influencer activations, we delivered an integrated presence across every key touchpoint. We also upgraded the website and executed retail and promotional campaigns to strengthen everyday relevance.
Strategy
Using our proprietary in-house multicultural database, we were able to identify and segment South Asian mothers across the UK and all their media consumption patters and behaviour with all the specific channels that had significant penetration both offline and online including postcode targeting.
Results
The result was a culturally rooted revitalisation that re-established Elephant Atta as a modern, meaningful staple in South Asian kitchens across the UK.
90%
Increase in brand awareness across core South Asian audiences.
Rank 1
High Brand Loyalty - Achieved the highest loyalty levels in the South Asian foods category.
No.1
Market share regained, making Elephant Atta the leading atta brand in the UK.
More Works
(MRA — 02)
©2024
Elephant Atta ⎯ Come Home to Elephant Atta
Reawakening a Household Icon
Retail
Brief
Elephant Atta approached us at a pivotal moment, a heritage brand loved by South Asian families but losing relevance with a new generation in the UK. What began as a single brief became a multi-year transformation shaped by cultural insight and modern storytelling.
Strategy
We refreshed the brand’s narrative through platforms like Inspired by Mum, Crafted by Me, modernised its visual identity and rebuilt the brand world to feel contemporary while staying true to its roots. Using our multicultural insight engine, we identified key South Asian mum cohorts and mapped their food rituals and media habits to create an authenticity-led communication ecosystem.
Through a new hero TVC, high-impact OOH, digital and social content, community media and influencer activations, we delivered an integrated presence across every key touchpoint. We also upgraded the website and executed retail and promotional campaigns to strengthen everyday relevance.
Strategy
Using our proprietary in-house multicultural database, we were able to identify and segment South Asian mothers across the UK and all their media consumption patters and behaviour with all the specific channels that had significant penetration both offline and online including postcode targeting.
Results
The result was a culturally rooted revitalisation that re-established Elephant Atta as a modern, meaningful staple in South Asian kitchens across the UK.
90%
Increase in brand awareness across core South Asian audiences.
Rank 1
High Brand Loyalty - Achieved the highest loyalty levels in the South Asian foods category.
No.1
Market share regained, making Elephant Atta the leading atta brand in the UK.
More Works
©2024