Tiffinbites is the brainchild of entrepreneur Jamal Hirani and is inspired by tiffin boxes -- home-cooked Indian lunchboxes delivered fresh from homes to workplaces in Mumbai. It consists of a restaurant in Canary Wharf and two outlets in Moorgate and Liverpool Street, with a takeaway business targeting companies in the City.
Its expansion plans include further restaurant openings in London and building relationships with food retailers.
Hirani said: "Hicklin Slade produced the edgiest creative I have seen for a long time."
The agency, which won the business via a pitch led by Hicklin Slade's creative director Andy Barwood, has created a new identity for the brand and will go on to launch it using a range of communication channels including viral and ambient campaigns.
It will also create a new website and launch a new CRM programme for customer acquisition and retention.
Barwood said: "The challenge for Tiffinbites is to own the concept of Indian dining in very much the same Yo! Sushi and Wagamama do with their food sector.
"We are going to create a campaign that will generate loyal, regular diners and we will be using the most exciting media channels to make Tiffinbites one of the most talked about brands around."
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