Lancashire brand, Patak’s has joined forces with Mob to show Brits how to “cook like a curry house.”
The content partnership with the recipe and meal plan site, was negotiated by media agency the7stars.
It features talented chefs cooking a selection of recipes to “showcase the versatility” of Patak’s range of products, specifically its Spice Pastes.
“Patak’s has always stood for making authentic, flavourful Indian cooking accessible at home,” said Chris Heyn, UK Marketing Director at Patak’s.
“Partnering with Mob allows us to bring that to life in a contemporary, engaging way, showing people just how easy it is to cook like a curry house using our spice pastes.”
The first video features chef Adam Bush creating a creamy chicken korma with cumin-spiced crispy naan croutons made with Patak’s Korma Paste Pot.
This is followed by Sophie Wyburd cooking up a veggie curry combining squash and halloumi with caramelised limes using Patak’s Tikka Masala Paste Pot.
“Mob’s content-led approach and highly engaged community make it the perfect partner to help Patak’s connect with younger, socially native cooks,” added Zoe Bond, client lead at the7stars.
“This collaboration brings together inspiring content, trusted creators and high-impact media to drive consideration and show the simplicity and versatility of Patak’s products.”
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The activity will run across Mob’s website and social platforms, with recipe content appearing on Instagram, Facebook and TikTok.
It forms part of a wider integrated campaign including an AV spot created by Ourselves, and spanning TV, VOD and YouTube. VOD ad placement is handled through the7stars’ programmatic platform Prospero.
