Patak’s goes digital for new sauces

Indian food brand Patak’s is launching a new range of stir fry sauces through an online push, with one execution employing Shopwyre software which allows consumers to add products to the shopping basket of their preferred online retailer.
Inspired by regional Indian dishes, Patak’s Stir Fry Sauces are available in Bengali Coconut, Punjabi 5 Spice and Goan Hot & Sour. To drive awareness of the range, Spinnaker has created an online banner ad campaign, which will appear on sites such as BBC Good Food, All Recipes and Food Network from this week.
Featuring the strapline “A fresh take on Indian flavours”, the banners test two different call-to-actions. The first drives to “how to” videos featuring Anjali Pathak, granddaughter of the founder of the Patak’s brand, demonstrating how the sauces will create delicious yet very quick Indian stir fry dishes for two. The second integrates the Shopwyre programme.
Patak’s marketing manager Clarissa Wortley said: “The campaign developed by Spinnaker will be a huge support to raise awareness of the range as well as testing how a digital media can drive direct sales.”
Spinnaker senior account director Sophie Crossley added: “We were keen for the campaign to combine strong video content with a direct call to action to drive online sales. Digital increasingly has a key role to play for FMCG brands in driving sales, and we’re looking forward to seeing the results.”
The agency has been working with Patak’s since October 2010, and manages all its online activity, including website presence, eCRM, social media content and campaign work.

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