Peek Freans English Biscuit Manufacturer | Aam Creative

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US, UK, KSA, UAE, Canada | Project Timeline: 8 Weeks

English Biscuit Manufacturers

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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 project’s primary objective was to decode the nuanced role of cake rusk in tea culture, translate ritual and identity insights into market strategy, and identify triggers for consumer trial and loyalty across first- and second-generation South Asians.

Aam Creative conducted research to develop a report that delivers critical insights to guide EBM’s entry strategy for cake rusk in key diaspora markets, including the United States, Canada, the United Kingdom, the United Arab Emirates, and the Kingdom of Saudi Arabia.

The Ask

How Did We Help?

Our research explored the emotional and behavioral dynamics of rusk consumption among first and second-generation South Asians abroad.

EBM’s diaspora cake rusk entry strategy showcases the untapped emotional, cultural, and behavioral dynamics of South Asian consumers in the US, Canada, UK, KSA, and UAE. This case study details the multi-market research, key findings, and actionable strategies leading to the launch of Tiffin Traditions - a brand built on authenticity, nostalgia, and modern diaspora storytelling.

Qualitative design:

17 in-depth interviews (IDI) covering Pakistani, Indian, and Bangladeshi heritage consumers aged 20s to 50s, male and female, in the US, Canada, UK, UAE, KSA.

Discussion guides covered cultural identity, snack and tea time rituals, packaging feedback, and shopper behavior.

Directional, not statistically representative.

The Methodology

The Outcome

The insights generated by our team 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 re-positioning, ensuring the brand resonated deeply with both first and second-generation consumers. Feedback from the IDIs led to a complete re-strategizing 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.

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© 2024 by Aam Creative

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