Most people think a spice is a spice so they reach for the first brand they see. That was usually our competition, who dominated the category. But Spice Islands spices are actually more flavorful. We couldn’t outspend our competition, so we had to outsmart them. And out spice them. We created a campaign took people on an educational adventure, explaining how Spices Islands spices are grown, harvested and bottled for fuller flavor.