The folks behind UK-based Indian food brand Patak’s launched a national brand awareness campaign late last week. The brand’s first foray into TV included a sponsored half-day Indian food-themed programming block on the Food Network on Sunday, Jan. 22, in addition to 30-second spots airing through early March. Programs supporting the theme included Food Net staples Opening Soon, Naked Chef and Man Made Food among others. Banner ads were also purchased on foodtv.ca. In print, a two-page advertorial entitled ‘An Indian Evening,’ complete with recipes and tips on how to use the products will appear in the next issue of Wish magazine. Canadian Living‘s February issue (on newsstands now) also comes complete with a 12-page branded recipe book. ‘The objective here is to lift sales in Canada,’ explains Ed Weiss, media director at Toronto’s The Brainstorm Group, the agency behind the campaign. ‘We’re trying to communicate Patak’s accessibility and let folks know that [Indian food] is not as hot and spicy as perceived.’ Media buys were done by The Brainstorm Group.
