Patak’s has launched its new ‘Tasteful Living’ sponsorship with UKTV. In a deal brokered by 4Sales and Chorus, the campaign will see Patak’s idents feature across UKTV’s food and property programming on Good Food, Really & Home channels for a full year. Chorus, the specialist partnerships division at Maxus, will manage the relationship between Patak’s and 4Sales for the entirety of the campaign.
The activity targets housewives with children and aims to establish Patak’s as their preferred evening meal-time solution, as well as driving greater brand awareness and customer association with Patak’s existing and new product range.
The video idents created and produced by Recipe demonstrate why curry is the UK’s favourite family meal. Each ident features the preparation of a meal using Patak’s as the key ingredient, before a family member takes their first bite and finally we see the full meal laid out in all its glory. The activity will run between November 2016 and November 2017 and will be broadcast seven days a week between 9am and midnight on shows such as The Great British Bake Off, Escape to the Country, Beyond River Cottage and Hairy Bikers. Patak’s is the first brand to sponsor UKTV’s newly created ‘Tasteful Living’ strand.
Linda Sooprayen, brand controller for Patak’s at AB World Foods, commented: “This is the first time that Patak’s has ever run a year-long sponsorship campaign. It is a great opportunity to build a role for the brand in people’s lives as they decide what they want to cook for dinner. The high frequency nature of the campaign means that we can drive longer term affinity with the Patak’s brand and deliver long term growth.”
Saj Nazir, head of Chorus at Maxus, added: “TV sponsorship provides the ideal platform for increasing consumer consideration and championing the extended Patak’s range. Pairing the brand with some of UKTV’s well-loved food programming at key receptivity moments throughout the day will help to position Patak’s as the number one curry solution for food lovers.”
Rupinder Downie, Partnership Controller at Channel 4, said: “We are delighted to partner Patak’s with UKTV, this sponsorship gives them a fantastic platform to showcase their products to an audience of food fans on Good Food, Home and Really.”