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When Bakkavor set out to launch Pinch, its new range of restaurant-quality Indian chilled meals, the challenge was clear: how do you introduce a completely new brand into one of the most competitive categories in retail, while standing out from both established Indian restaurants and the booming home-delivery market?

With no existing assets or digital presence, we started from scratch, building Pinch’s identity online, shaping its brand voice, and creating content designed to resonate with its target audience of food-loving families and millennials. We launched new social channels, developed a bespoke website, and built trust through engaging storytelling and visually rich content inspired by the brand’s vibrant packaging.

Once the foundations were in place, we shifted focus to launch activity. Pinch was introduced to consumers through a carefully coordinated mix of trade media relations, social campaigns and tailored content that positioned the brand as an elevated supermarket option with the quality and creativity of modern Indian dining.

The momentum continued into the autumn with “Spice Season,” an integrated campaign that tapped into a key time of year for Indian cuisine. We delivered a blend of national press outreach, influencer collaborations, and a paid-and-organic social strategy that hyper-targeted Meta users living near Tesco stores, encouraging both awareness and in-store purchase. Influencer partnerships added a layer of authenticity, with content buyout rights negotiated to extend reach across paid social. Journalists were gifted curated packs of Pinch dishes to experience the range first-hand, generating editorial coverage at scale.

The results spoke for themselves. The campaign generated 2.7 million impressions, reached 1.9 million consumers, delivered over half a million influencer-driven views, and secured widespread press coverage with an average domain authority of 81. More importantly, it cemented Pinch as a vibrant new player in the chilled meals space — one that successfully captured the look, feel, and taste of a restaurant experience, ready to enjoy at home.