TV chef Simon Rimmer will host a series of three-minute ad-break takeovers for Indian food brand Patak’s during Channel 4’s food programming as part of a six-figure campaign from the brand.
The ‘Curry Inspiration’ campaign – which was created by Maxus Partnerships with media bought and planned by Maxus UK - will spread across TV, digital, print, social media and mobile, and Patak’s said it plans to make “strong use” of content marketing.
The deal with Rimmer will see the first ad-break takeover during Channel 4’s Sunday Brunch on 2 March, as well as content across 4OD and YouTube.
The six-month campaign officially launches at the end of February with a cover wrap on the Sunday Telegraph’s Stella Magazine, and further activity will include recipe-based DPS editorial features and digital content.
Oakley Walters, senior brand manager at Associated British Foods, said: “This innovative and complex campaign has been planned intricately to focus on catching consumers at key consideration moments and allows us to talk at length with our target customers across multiple different media.”
The campaign will make use of social media through the Curry Inspiration Facebook page, which will promote recipes and video content.