Tiffin Traditions
The Background
EBM, Pakistan’s leading snack company, aimed to launch its latest product, Tiffin Traditions, under its Peek Freans brand to international markets with a prominent Pakistani presence.
THE ASK: Decode the role of tea and cake rusk in diaspora culture to inform the company's brand and communications strategy by its agency of record, BBDO Pakistan.
Project Timeline: 8 Weeks
Role: Qualitative Researcher
THE CHALLENGE
THE CHALLENGE
The initial research brief focused on a narrow scope: the easily accessible, frequent-traveling, first-generation Pakistani consumer living abroad. The real opportunity lay with the vast, diverse, and often misunderstood South Asian diaspora, a consumer base fragmented by geography and evolving identity. The challenge wasn't just launching a product; it was convincing the client that their narrow research scope would lead to limited insights.
METHODOLOGY
Aam Creative’s research helped develop a report that delivers valuable insights to guide EBM’s strategy in key diaspora markets, including the United States, Canada, the United Kingdom, the United Arab Emirates, and the Kingdom of Saudi Arabia.
Qualitative Design: 17 in-depth interviews were conducted with Pakistani, Indian, and Bangladeshi consumers, males and females aged 20s to 50s, across the United States, Canada, the United Kingdom, the United Arab Emirates, and the Kingdom of Saudi Arabia.
The in-depth discussion guides were developed to cover cultural identity, tea and snack consumption patterns, branding and packaging feedback, and purchase behavior across target markets.
IMPACT
The insights generated by Aam Creative directly informed three critical areas of the brand's launch, enabling EBM to move forward with cultural precision. The findings provided the blueprint for a brand positioning, ensuring the brand resonated deeply with both first and second-generation consumers. Feedback from the IDIs led to a complete overhaul of packaging, ensuring the design conveyed the cues needed to drive in-store trial and purchase. The research also clearly identified which markets were most accessible for an initial launch, allowing EBM to strategically prioritize both their geographic entry points and the most receptive consumer audiences.