Most homes in Britain had a jar of Patak’s in the cupboard, but they simply weren’t going through it fast enough. We needed to inspire them to use more curry paste and to increase the rate of sales for our client.

For inspiration we looked to the past – Britain has always experimented with Indian flavours – Chicken Tikka Masala being a prime example of a dish given a British twist. So why not use Britain’s love of experimenting to our advantage? We looked at the everyday things people cook every week, added an Indian twist to them, and invented a new genre of cooking - ‘Curry With a Twist’.

 Jamie Oliver loved our story and we used his endorsement as content on our YouTube channels. We also ran Indie recipes in BBC Good Food and Delicious. All linking back to the Patak’s website with an ever growing ‘Indie cooking’ recipe collection for those looking for new ways to give their tried and tested recipes a new lease of life. And for new ways to use up their Patak’s jars. Yum. 

Print/Social/Digital
Role: Copywriter
Agency WFCA