Kingfisher Drinks is marking National Curry Week with a new digital campaign designed to drive awareness and sales of its world beer range in the off-trade.
The brand has launched The National Curry Week Cook-Off, a seven-part online series streaming daily across National Curry Week’s social channels. The competition sees six home cooks and food creators battle it out for the title of Cook-Off Champion, with a £1,000 donation to the winner’s chosen charity.
The campaign is designed to tap into the growing trend of at-home food occasions, positioning Kingfisher as the perfect pairing for curry night. With the series targeting food lovers and home cooks, the brand is aiming to boost basket spend in supermarkets and convenience stores during the week-long celebration.
The judging panel includes:
- Chef Ashok Kumar, Head Chef at Kanishka by Atul Kochhar
- Chef Parminder Singh, owner of Cho Asia and MasterChef: The Professionals 2022 contestant
- Oli Khan, President of the Bangladeshi Caterers Association UK
- Atik Rahman, Senior Vice President, Bangladeshi Caterers Association UK
- Mitu Chowdhury, Secretary General, Bangladeshi Caterers Association UK
Hosted by Kingfisher Brand Ambassador Tommy Sandhu and The Apprentice finalist Anisa Khan, the series aims to engage curry fans and drive trial of Kingfisher’s range during National Curry Week, which runs from 6–12 October.
Episodes are available to watch on the National Curry Week website, with daily updates on @Nationalcurryweek_ social channels.