Weston Bakeries
Patak’s Naan Bread: Weston Bakeries brings authentic Indian cuisine to Ontario
Challenge
In Canada, Indian food is an $18 million business that is growing rapidly each year. As the number of Indian restaurants increases, so does consumer desire to bring these unique flavours home. In 2009, Weston Bakeries Limited entered into a partnership with AB World Foods to bring Patak’s Naan Breads – a highly-regarded consumer brand – to Ontario. The Argyle team was tasked with launching Patak’s Naan Breads in Ontario and encouraging product purchase and trial.
Solution
The team saw an opportunity with the upcoming Diwali Hindu festival and developed a creative campaign that centered on demystifying Indian cuisine and the ease of Indian-style entertaining at home that featured Patak’s Naan Bread as a “must-have” accompaniment to any meal. Argyle used Diwali as the thematic hook to launch the media campaign. Colourful media materials, props and food items were incorporated to bring the campaign to life and Anjali Pathak, the granddaughter of L. G. Pathak, the brand’s father, was positioned as a compelling Indian food expert visiting Canada with highlights on her family’s unique heritage and culinary experience.
Results
Our media relations campaign helped drive consumer awareness and product trial of Patak’s Naan Bread in Ontario. According to the sales data, Patak’s Naan Bread has surpassed its major competitor in dollar sales, unit sales and shares. Argyle’s media outreach efforts secured a total of 62 stories featuring Patak’s naan bread and Anjali Pathak. The total audience reach was close to 7 million, more than doubling the original objective of 3 million.
