This summer, iconic Indian Food brand, Patak’s, will re-enforce its position as curry paste category leader with a campaign to drive summer sales of the pastes range. New print advertisements will highlight the versatility of the pastes as a store cupboard essential for creating recipes throughout the year, with a focus on summer and BBQ.

Despite representing 93% of the segment, Patak’s aims to drive growth in the Curry Pastes category by educating consumers about how to use the pastes in recipes and meal areas above and beyond traditional winter curries, via a series of press adverts featuring appealing summer recipe photography.

The advertisements will appear in 12 Foodie and Lifestyle titles from the 3rd May and run for 4 weeks over the summer months. The new advertisements will be supported with a consumer recipe campaign promoting twenty new summer recipes which have been created by Patak’s to show off the pastes’ versatility and to inspire consumers this summer, including marinades, sauces and salads and BBQ ideas.

The pastes campaign will be further supported digitally, via a series of recipe webcasts featuring, Manish Sharma a Patak’s Development Chef, creating summer recipes. These exclusive recipes will be hosted on Delia Online website during May.

Tracy Hughes, Marketing Controller at AB World Foods says, “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.”


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