Patak's Food seeks creative ad agency

Patak's Food, the family owned Indian food company, is using the AAR to look for an ad agency following the dissolution of its incumbent, Mitchell Patterson Grime Mitchell, a year ago.

Patak's, which was with MPGM for seven years, is drawing up a shortlist of agencies to create a new brand campaign. Over the past year, the company has been using a film created by MPGM, which features brightly coloured shots of people enjoying the Patak's range in India.

The pitch will be led by the Patak's head of marketing, Fiona Mannion.

Over the past 50 years, the Patak's range has extended from pickles, pastes and chutneys to sauces, Indian snacks and ready-made meals.

The brand is distributed in more than 40 countries and is a brand leader in Australia.

Its main competitor in the UK market is the Centura-owned Sharwood's range, that has an advertising budget of £2 million.