Consumer, Food and Drink PR - Patak's
- Nexus has worked with Patak's for 10 years, using its authentic credentials to cement its position as the leading Indian food brand.
- The Patak's brand was founded by the Pathak family more than 50 years ago and this heritage has been a major platform of the PR campaign over a number of years.
- Meena Pathak was developed into a public and media-facing figurehead for the brand, capitalising on her strength as a genuine expert on Indian food and spices.
- Through the astute use of Meena, Nexus has been able to secure significant media coverage and a dominant share of voice for the brand.
- The brand's authenticity is also reinforced by Patak's 'ownership' of Diwali, the Hindu festival of light. As Diwali has become more widely understood in the UK, Patak's has become strongly associated with it and in particular with the role of food within the festival. This ongoing association has enabled Patak's to dominate media coverage of Indian food at this key time of year.
- Nexus also created a platform to help Patak's sustain a year-round media presence and help dispel perceptions that Indian food was always 'heavy'. The 'Indian Summer' concept highlights the lighter side of Indian cooking and ensures coverage for Patak’s products and meal solutions is sustained throughout the summer months.
- In 2007, the family-owned Patak's brand was acquired by Associated British Foods and Nexus was retained to handle PR for the brand.
- The acquisition saw Meena Pathak take a back seat and Nexus developed a strategy to bring her daughter, Anjali Pathak, to the fore.
- Public relations has been the one constant in the Patak’s marketing mix and is acknowledged by AB World Foods Chairman Kirit Pathak as having made a major contribution to the success of the brand.
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