Cobra Beer Spices Up UK Curry Occasions
Aimed at reinforcing a clear association between the brand and curry eating occasions, both at home and in your local curry house, the campaign sees Cobra team up with BBC’s Indian Food Made Easy chef Anjum Anand and other top Indian chefs from restaurants throughout the UK.
The campaign kicks off at the beginning of National Curry Week (Sunday 22 November). Elements include:
· A strong brand presence throughout Indian restaurants and in supermarkets nationwide – including retail offers with ASDA, Tesco, Morrisons, Sainsbury’s and the Co-Operative
· PR activity with a focus on the nation’s eating habits and equipping Brits to cook curry from scratch in the home, led by The Red Consultancy
· A week-long advertising campaign with The Sun/News of the World and radio promotions in Manchester, London and Birmingham
· A website redesign by Linney and Fastweb, with collateral encouraging consumers to recreate on-trade experiences in their home, including an exclusive new and easy recipe from Anjum Anand and filmed ‘cook-alongs’ from amateur curry chefs across the country
· Further increased online presence through two social media channels – an interactive personality Twitter game ‘Twindaloo’ and partnership with Facebook via a dedicated ‘We Love Curry’ fan page, executed by Shiny Red
Kevin Wallace, brand director of Cobra Beer Partnership, said: “2009 is the first year for Cobra to sponsor National Curry Week, which has been running since 1998 to celebrate Indian cuisine and raises funds for hunger, malnourishment and poverty charities. Our aim is to help strengthen further the association between the brand and curry eating occasions, both by equipping Brits to cook Indian cuisine in the home, and building upon the brand’s prominence in Indian restaurants and local curry-houses.”
National Curry Week 2009 will see many of the 9,500 Indian restaurants in the UK celebrate the cuisine and culture by hosting dinners, record-breaking attempts, raffles, auctions and more, all in aid of contributing to the alleviation of poverty and suffering in South Asia and worldwide.
The campaign is the first since the formation of the joint venture, the Cobra Beer Partnership, established to build upon the brand’s iconic status and realise the true growth potential of ethnic food and beer dining. This campaign is part of a £10 million marketing budget, committed to the Cobra Beer Partnership by Molson Coors (UK), over the next three years.
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