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Patak's Foods Ltd. - Strategic public
relations and communications
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 Patak’s
Foods Ltd. is the world’s leading brand of packaged Indian food
for the retail and foodservice markets. Its authentic curry pastes,
cooking sauces, and vegetable curries are sold in grocery stores and
supermarkets in more than 45 countries worldwide, including the UK,
Europe, Japan, Australia, New Zealand, Canada, and the US.
The challenge
Founded in 1956, Patak’s enjoys strong brand recognition in
the UK where Tikka Masala has surpassed fish and chips as England’s
#1 take out food. The company began selling its products in North
America in the late 1980s and quickly established a strong presence
in the niche ethnic food market. By 1999, Patak’s was ready
to move into the mainstream and looked to Whalebone Productions
to help establish its name as the leading brand of packaged Indian
food.
 Strategy
and execution
Recognizing that the packaged Indian food category in North America
was largely undeveloped, Whalebone developed a public relations
strategy that focused on raising awareness of Indian food in general
and the Patak’s brand in particular.
Our approach was to reinforce Patak’s credibility as an internationally
recognized company. We developed several story ideas and identified
strategic opportunities for the company to present its story to
the public through press releases, easy to use recipes and appealing
photos, appearances on television cooking shows, and special events.
Meena Pathak, co-owner of the company, made several visits to Canada
as part of a series of collaborations with prominent chefs and restaurateurs,
and influential food writers and editors were invited to join her
on a tour of India’s spice regions. Other initiatives included
developing a Canadian website, fostering an awareness of significant
Indian cultural events as a way to experience Indian food, and launching
two Indian cookbooks written by Meena Pathak.
Results
The ongoing strategy has proven extremely successful in raising
the profile of Patak’s in Canada. Numerous product profiles
and recipes using Patak’s products have appeared regularly
in consumer magazines across Canada. Meena Pathak has made several
appearances on regional and national television shows, and feature
articles on Patak’s have appeared in daily newspapers.
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