Patak’s backs Coat & Cook launch with new campaign

Indian food group Patak’s is launching a new range of food flavourings called Coat & Cook. The launch will be rolled out nationally in July.

The company claims that Coat & Cook is unique because it is a flavour and not a sauce or marinade. There will be five variants, including Lime & Coriander, Spicy Mango, Tandoori, Tikka and Garlic & Coriander. The sachet-packed coating is designed for grilling, baking and barbecuing and will be available in stores from next month.

Coat & Cook will be supported with an ad campaign created by the company’s Manchester-based incumbent agency BDH/TBWA.

This will follow on from the “Cure your curry cravings” proposition that aired on TV last year. The latest campaign will include press ads in national magazines and food titles, and follow on from latest year’s theme with a guide for “curry cravers” to cure their withdrawal symptoms.

Debbie Thomas, communications manager at Patak’s, says the new campaign will highlight the ease of adding an Indian flavour to dishes.

Patak’s started up in England in 1957 and is now distributed in more than 40 countries, including Japan, Australia and the US. The company has more than 700 employees and produces 30 million jars of sauce and 1.5 million ready meals a year.

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