Chinese food manufacturer Oriental Express is spending £3m on a TV campaign aimed at 16- to 34-year-olds. The ads, which break on February 9 on terrestrial and satellite channels, feature manic cartoon character Mr Mental Oriental. The campaign, to be supported by posters outside supermarkets across the country, has been created by Doner Cardwell Hawkins, with media through Booth Lockett Makin. Oriental Express, which makes frozen and stir-fry food, was the subject of a management buy-out from United Biscuits’ Ross Young division in 1998. Doner Cardwell creative director Paul Cardwell says: ‘Oriental Express is a feisty, challenging brand.’
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