Maxus Partnerships have recently announced a new campaign, known as 'Curry Inspiration' for the Indian food brand Patak's. The brand (which is owned by Associated british Foods), will launch a six figure campaign, running across TV, print, digital, social media and mobile platforms, which aims to demonstrate how their bespoke 'Pastes' take all of the 'hard work' out of making a great curry.
Patak's pastes take all of the 'hard work' out of making a great curry
The campaign will launch at the end of February, running over the course of the next six months. The campaign will begin with a first for a food brand; a cover wrap on the Sunday Telegraph's 'Stella' magazine. The magazine will also contain five, bespoke recipes, all of which make liberal use of Patak's pastes and come from esteemed celebrity chefs such as Nisha Katona and Paul Merrett. It will then continue with advertised 'takeovers' across Channel 4's food programming, takeovers that will be supported by Sunday Brunch co-host and noted TV chef Simon Rimmer.
The first of the five 3 minute breaks, which will each run over the course of the next five months, will air during Sunday Brunch (which Rimmer presents alongside ex Soccer AM star Tim Lovejoy) on Sunday the 2nd of March. Rimmer will also host a series of 'How to' clips, that viewers can watch online through 4OD, YouTube and the official Patak's Facebook page. The campaign will be amplified further by print DPS executions across numerous national press supplements and lifestyle magazines and the brands digital sponsorship with the Telegraph will also extend to their 'Whisk' mobile food app.
Maxus was tasked with catalysing a reappraisal of the Patak's brand, marketing the product as authentic, but simple to use curry pastes, which are actually used as bases for curries served in some of the country's top indian restaurants. The content has been engineered to land on Sunday afternoons (a traditional day for families to eat together at home) and to establish the Patak's brand as a true expert in Indian cuisine.
The multi-faceted nature of the campaign is very bold for a fledgling division
Laura Wade, the head of Maxus Partnerships and ex head of digital at 'Sport' magazine, has said they are delighted to be working with such a “Much loved and trusted” brand, especially considering Maxus Partnerships itself is just three months old. The 'Partnership' division of Maxus UK was launched in December last year and 'Curry Inspiration' will be their first national campaign. Wade went on to say that her firm had provided Patak's with “A different approach,” by delivering a campaign which “Goes far beyond the traditional platform model.” The multi-faceted nature of the campaign is very bold for a fledgling division, but Wade is confident they can hit the “Target audience of keen cooks via a number of channels, providing users with exciting recipes and delivering content out audience enjoys.”
Oakley Walters, the senior brand manage at Associated British Foods applauded Wade and her team's efforts for their “Innovative and complex campaign”, which he feels as been “Planned intricately to focus on catching consumers and key consideration moments”. He also feels his brands fans are people who genuinely love curry and are passionate about cooking, a passion that the Curry Inspiration campaign appeals to in abundance.
You can follow the Curry Inspiration campaign via the dedicated Facebook page or the official Patak's website. Maxus Partnerships can be reached via their own official site.
Benjamin Hiorns is a freelance copywriter from Kidderminster who has never turned down a good curry, home-made or otherwise!
