Know-How Exchange : Advertising/PR

First step needs to be identifying and defining your primary target audience. Who are they? Where do they live? How often and how much do they purchase? How do they learn about new products? What criteria are important to them when choosing a brand of spices? Where do they purchase? Etc.

Then take a look at the market today. Who are your main competitors? How do they go to market? Who are the influencers?

Then a SWOT analysis.

Ideally you would have done this before you decided to enter this business, but better late than never. Don't let your eagerness to start selling cause you to take shortcuts on this up-front analysis and marketing planning.

I will try to answer your question in a more immediate way. Spice? For me, this campaign can be sexy or oriented on good cooking. First one because spices are associated with sexually charged meanings such as "he or she is so hot". Why not use this subtle meaning in the campaign? Unbeknowst to you, this might make the consumers reach out for your product just because it is associated with something they want. What I mean under good cooking is that the campaign should imply in some sense how the spices you are selling make cooked foods better. Pictures of a family enjoying a hearty dinner spiced up with your products come to my mind right now. Of course, mgoodman had great points that before getting more specific, you should know more about the field you are playing in and more detailed overview of the customers.