Stand out on top of the meat counter where this product is placed. And be remarkable and intriguing to consumers who would consider a blended spice product, in a market where more seasoned chefs would choose to mix their own.

We choose to approach the topic in a light-hearted way that would put less experienced chefs at ease yet also draw in the target audience with the clever juxtaposition of “meat” and “masterpiece” (lamb represented here - other options include beef and chicken on other masterpiece paintings). The amusing tag line pays it off: “Our Spice, Your Masterpiece.”

So far results have been tremendous. It’s early in the launch, but certainly one strong benefit is with retailers. The employees who stock the shelves like the products there to be a reflection of good taste and style. So the feedback has been overwhelmingly positive and it helps to insure this enviable positioning on top of the meat counter.