Shan Food, a prominent spice mix brand, aimed to build awareness and encourage sampling of its diverse product range within Australia's vibrant South Asian communities. The challenge was to effectively reach these specific audiences across multiple cities – Sydney, Melbourne, Brisbane, Adelaide, and Perth – and drive direct engagement with their products in a competitive market. The campaign ran from June 7th to July 6th, 2025, focusing on connecting with consumers where they shop for their authentic ingredients.
Etcom's approach centered on strategic in-store sampling activations within key South Asian grocery hubs. We deployed brand ambassadors to engage directly with shoppers, offering samples and providing product information. Our strategy involved careful selection of locations with concentrated South Asian populations, such as Harris Park in NSW and Craigieburn in VIC, to maximize impact. We observed strong customer themes, including appreciation for authentic taste and time-saving solutions, alongside a keen interest in expanded product ranges and recipe tips. Crucially, we identified the need for clear communication regarding vegetarian suitability, as the "Non-Veg" icon on some products caused confusion, and addressed initial skepticism towards free samples by highlighting product freshness.
The activations successfully built awareness and encouraged sampling, particularly in high-traffic, community-centric locations. High-performing stores demonstrated strong engagement and demand for core products. Key learnings from the campaign highlighted the importance of rotating SKUs in multi-day activations to maintain interest, ensuring seamless pre-activation coordination with store staff to avoid delays, and proactively addressing customer queries on product usage and dietary suitability. This hands-on approach provided invaluable insights into customer preferences and operational efficiencies, demonstrating that direct, culturally sensitive engagement in relevant retail environments is highly effective for driving brand familiarity and trial within specific multicultural segments.