Sharwood’s, the ethnic food company, is to launch a 3m poster campaign using phrases from the ancient Indian guide to lovemaking, the Kama Sutra, to link the pleasures of food and sex. TBWA GGT Simons Palmer has created the suggestive campaign which will carry the strapline ‘Stir Up Some Passion’. One execution is a close-up shot of a heavily lipsticked woman’s mouth sucking a noodle. It quotes the Kama Sutra line ‘With your tongue seek the sources of pleasure’ and adds ‘Ditto the sauces’, which it attributes to Sharwood’s. The campaign will be supported with a competition in the national and regional press offering ‘passion kits’ consisting of a jar of cooking sauce, wok, apron and floating candles. It will also mount a PR campaign to encourage couples to stay in for a ‘Night of Passion’ on the day the campaign breaks. Sharwood’s sells a range of products that includes popadoms, sauces and pickles. The UK ethnic food market is worth 179.2m.