Compare image files to Excel file

I have an excel file containing sku numbers, eg 9999. I have a folder with pack shots, file names are "9999 model color.jpg" or "model color 9999.jpg" (and many many variations). Only common thing they have is that they all contain one or more sku numbers. The pack shots are devided into subfolders of their models.

I want to tag the pack shots (eg "2019 Brand") if the file name contains a sku number from Excel file.

Is there a way to to this?

You'll need a script to read the Excel file as there's no built-in support to do that. I'm not sure of any commandline programs that can read Excel so you may need to search around a bit.

I will keep digging