Cook Like a Curry House

Patak’s has launched a partnership with Mob as part of a new content-led campaign designed to demonstrate how easy it is to ‘cook like a curry house’ at home using Patak’s Spice Pastes.

The collaboration was negotiated by independent media agency the7stars, and brings Patak’s together with Mob’s highly engaged, digital-first audience to inspire a new generation of home cooks.

Mob has produced a series of videos featuring their talented chefs rustling up a selection of tasty recipes to showcase the versatility of Patak’s range of products and inspire the nation to bring the craft of a curry house into their homes using Patak’s Spice Paste.

The first video, live today, sees chef Adam Bush creating a creamy chicken korma with cumin-spiced crispy naan croutons made with Patak’s Korma Paste Pot. This is followed by Sophie Wyburd cooking up a zingy veggie curry combining squash and halloumi with caramelised limes using Patak’s Tikka Masala Paste Pot.

The activity will run across Mob’s website and social platforms, with recipe content appearing on Instagram, Facebook and TikTok. The partnership is part of a broader integrated campaign, including an AV spot created by Ourselves, and spanning TV, VOD and YouTube, which launched on 19th January. VOD ad placement is handled through the7stars’ programmatic platform Prospero.

Chris Heyn, UK marketing director at Patak’s, said:
“Patak’s has always stood for making authentic, flavourful Indian cooking accessible at home. Partnering with Mob allows us to bring that to life in a contemporary, engaging way, showing people just how easy it is to cook like a curry house using our spice pastes.”

Zoe Bond, client lead at the7stars, added:
“Mob’s content-led approach and highly engaged community make it the perfect partner to help Patak’s connect with younger, socially native cooks. This collaboration brings together inspiring content, trusted creators and high-impact media to drive consideration and show the simplicity and versatility of Patak’s products.”