Patak\\s new range launches with seven-figure TV campaign
Patak’s has launched a new £1.5 million TV advertising push to promote its new range of regional Indian sauces. The campaign, which uses tongue-in-cheek humour, has been created by Manchester-based BDH\\TBWA.
The 30-second ad, which has been directed by comedy director John Birkin, has been filmed in a documentary-style and identifies a range of bizarre withdrawal symptoms, which can occur when people are denied Patak’s sauces. The aim of the activity is to highlight the importance of cooking with Patak’s sauces to \"truly cure your curry cravings\".
Fiona Mannion, marketing director at Patak’s, commented: \"We are passionate about the quality and taste of our products and truly understand the love affair that the nation has with curry, so the idea of developing ‘emotional’ symptoms of curry cravings really appealed to us.\"
Gary Hulme, creative director at BDH\\TBWA, added: \"We all know what it’s like when you fancy a proper curry. You really do crave it and nothing else will do.\"
The commercial breaks on 1 March on national TV channels and will run for five weeks.