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Patak's to promote paste range with Summer campaign

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By The Drum Team, Editorial

March 25, 2011 | 2 min read

Indian food brand Patak’s is to launch a summer campaign to drive sales of its range of curry pastes.

The print campaign will aim to highlight the versatility of the range with a focus on summer and BBQ, featuring recipe photography that will appear in 12 food and lifestyle titles from 3 May.

This will run for a period of four weeks and be supported by a consumer recipe campaign that will promote 20 new summer recipes created to showcase the versatility of Patak’s pastes.

Tracy Hughes, marketing controller at AB World Foods, owner of the Parak’s brand, commented: “Brits love the summer, especially the barbeque season but curries are more traditionally associated with winter, as a warming dish. The pastes provide a perfect solution for adding flavour to meats and fish for grilling on the barbeque and are quick and easy to use. The new ads aim to highlight the pastes’ versatility and suitability for summer recipes.”

Digital activity will include a series of recipe webcasts, hosted on Delia Online through May.

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