Agency: JWT London
The Pathak family first came to the UK in 1957 when they were inspired to create their authentic Indian products for the UK market.
Over fifty years later, Patak’s is now embarking on a £5m relaunch campaign, including their first new ad creative in 5 years directed by the BAFTA award winning Royle Family star, Craig Cash (making his TV commercial directorial debut).
Building upon Patak’s position as market leader, the multi-million pound relaunch will be spearheaded by a heavyweight national TV advertising campaign created by JWT London, with a media spend of £3.5 million designed to reinforce the brand’s strong family heritage with the emotive strapline – ‘Patak’s, Why Britain Loves Curry’.
The relaunch will be backed with striking new packaging, new and improved recipes, innovative new products and strong consumer and shopper support.
The 40 and 30 second ad executions will reflect the Pathak family history, portraying current company Chairman and Chief Executive Kirit Pathak as a young child.
Kirit is seen helping his mother and father make and deliver authentic curry pastes and sauces to the local community, with the ads closing on a visual of the real Kirit Pathak today.
Complementing the TV adverts, through the line marketing activity will include an extensive national PR campaign, a new website, merchandisers and a loyalty programme. There will also be a million pound investment in shopper-focused marketing activity such as sampling, shelf barkers and added value promotions.
The Patak’s relaunch is designed to attract new consumers to the ambient Indian food category, as well as extending its appeal to current consumers; so a number of innovative new products are being introduced to the range.
“Patak’s is in a unique position within the market in that we have genuine family heritage and expertise and we are confident that the relaunch will reinforce our position as the original ambient Indian food brand,” ,” said AB World Foods Consumer Marketing & Category controller, Tracy Hughes.
“By providing quality, authentic Indian dishes which are found in many Indian restaurants, Patak’s is enabling consumers to recreate this experience at home – to equally high standards but at a much lower cost.”
She added, “With the introduction of the new products and refreshed, vibrant new packaging, we hope to appeal to brand loyalists and attract new consumers to the category.”
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