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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here