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Patak’s Pastes launches game changing campaign through Maxus Partnerships

Patak’s Pastes launches game changing campaign through Maxus Partnerships

Posted by: AmazeRealise | Date added: Wed 26 Feb 2014

Patak’s, the Indian food brand owned by Associated British Foods, is launching a highly complex and game changing six figure campaign that will run across multiple platforms, including TV, digital, print, social media and mobile

The Curry Inspiration campaign demonstrates how Patak’s Pastes can take the hard work out of making a great-tasting homemade curry – freeing up time to get creative in the kitchen. Alongside conventional advertising and sponsorship, the campaign also makes strong use of content marketing. Created by Maxus Partnerships, Curry Inspiration uses media bought and planned by Maxus UK.

Curry Inspiration kicks off at the end of February and is scheduled to run over the next six months. It begins with a cover wrap on The Sunday Telegraph's Stella Magazine, a first for a food brand. The campaign continues with Ad break ‘takeovers’ and ‘teasers’ across Channel 4’s food programming, both on-air and online, supported by a licensing deal with TV chef Simon Rimmer. The first of five three minute ad break takeovers, running over five months will air within Sunday Brunch, co-hosted by Rimmer, on the 2 March. As part of the licensing deal Rimmer hosts five three-minute ‘How to’ videos, available across 4OD, as well as on YouTube and Patak’s Facebook page.

Following on from the Stella coverwrap (both the print and digital editions), the magazine will feature five special recipe-based DPS editorial features as well as additional digital content. The recipes all make use of Patak’s Pastes and come from five respected chefs including Paul Merrett and Nisha Katona. The digital sponsorship tie-up with the Telegraph also extends to the mobile app Whisk that allows users to download recipes and directly purchase ingredients. A link to the app is provided next to recipes on the Telegraph website, inviting consumers to ‘turn this recipe into a shopping list’.

Further amplification for the campaign will come via print DPS executions across a range of national weekend press supplements and consumer lifestyle magazines, with Stella featuring a further four DPS placements.

Patak’s Pastes are not just used by people cooking at home; they also form the base for curries served in a large number of top Indian restaurants. Maxus Partnerships has been tasked with driving reappraisal of the product as an authentic, yet simple and convenient way to cook homemade curries from scratch, as well as to re-establish the brand longer term as a true Indian cuisine expert. The agency has created an intricately layered mix of media channels that reach the target audience, focusing on delivering content on Sundays, a traditional day for eating at home.

All activities include links and teasers to drive viewers and readers to a dedicated Facebook page at, where they will find all the recipes as well as exciting extra content.

Oakley Walters, senior brand manager at Associated British Foods, said: “People who we want to buy our pastes love curry and are passionate about cooking. While they enjoy rustling up meals from scratch, sometimes inexperience or a lack of available time acts as a barrier. This is where Patak’s Pastes can help.

“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.”

Laura Wade, head of Maxus Partnerships, said: “Patak’s is a much loved and trusted ingredient of family cooking up and down the UK and it’s fantastic to be working on such an ambitious campaign just three months after the launch of Maxus Partnerships.

“Maxus Partnerships has provided Patak’s with a different approach, delivering a campaign that goes far beyond the traditional platform model. The multi-faceted campaign is hitting the target audience of keen cooks via a number of different channels and providing them with exciting recipes and insights and most importantly delivering content our audience enjoys.” 

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