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THE CHALLENGE

To develop a brand response campaign that creatively brings to life the fact that Patak’s paste unlocks the deepest and richest Indian flavour.

 

That will Pioneer the Indian category of tomorrow (paste). Inspire 4m more households to revolutionise mealtimes at home through paste use.

 

Double penetration of paste from 8% -22% in next 5 years.

THE IDEA

Cook like a curry house...

For over 60years, the Patak family has been the original pioneer of Indian cuisine in the UK. This rich heritage, combined with their renowned spice blending expertise, makes their brand the most trusted, preferred, accessible and authentic choice for Indian food.

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And nothing is more authentic than Patak’s time- honoured Spice Pastes - the secret ingredient in any proper curry. So, to create an authentic curry at home, you don’t need to be a chef – you just need Patak’s Spice Paste.

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GETTING THE NATION TO 'COOK LIKE A CURRY HOUSE' WITH PATAKS SPICE PASTE.

  • Brand Stategy

  • Creative Direction

  • TV

  • Social

  • Online

  • OOH

TV:

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