A resurgent UK movement around cooking from scratch led by successful programmes such as Jamie Oliver 15 minute meals and the Great British Bake Off had meant that Patak’s curry paste was now left languishing at the back of kitchen cupboards and on the supermarket shelves, with the category declining at a rate of -12%.
The audience/brand challenge
Our foodie target audience of scratch cookers perceived pastes as full of nasties and had forgotten about Patak’s Curry Paste as a credible ingredient to making a scratch curry, leading them to become lapsed users.
We needed lapsing users to believe that Pataks Curry Paste was a more natural smart ingredient for the basis of creating a great tasting curry.
Our smart planners also identified that our target audience looked for recipe inspirations on Sunday this was our ‘receptivity moment’.
The content solution
We created a ‘Curry Inspiration’ partnership between Channel 4’s, Sunday Brunch’s production company Shine and The Telegraph’s Stella magazine.
With Simon Rimmer from Sunday Brunch, we created inspirational short form content that editorially wove Pataks Curry Paste as a credible ingredient and the basis for creating a great tasting homemade curry.
This launched with a high impact C4 ad break takeover premier within Sunday Brunch, alongside The Sunday Telegraphs Stella Magazine first ever branded cover wrap made from real natural spices announcing the #curryinspiration series.
We also created snackable online video content for the bespoke Telegraph and Pataks Paste hub with Simon Rimmer and 4 other well know chefs. The hub invited the chefs to create a personal take on their favourite recipes which were then turned into weekly double page interviews within Stella magazine every Sunday.
Social media played an important role within the content strategy, with posts released in time with the on-air and print content alongside chefs tweets and social competitions. Simon Rimmer also designed a series of exclusive recipe cards that could be collected in supermarkets nationwide which ran for 18 weeks.
Double digit decline in sales halted and began to rise by +11%. A key supermarket restocked Pataks Curry Paste and we brought the lapsed category buyers back into the brand, increasing overall trial by +13% and turning our brand share and sales positive.
Independent research also revealed that 39% have purchased Pataks curry paste since seeing the campaign.
The campaign was shortlisted by Campaign for Best Use of Branded Content in 2014.