Sharwood’s returns to TV after five years showcasing Indian range

Sharwood’s is heading back to UK TV screens for the first time in over five years, showcasing its Indian range.

Launched on 8 March, the advert aims to bring younger shoppers into a category that traditionally is most popular with those aged 45 years and older.

Part of a £1 million campaign by brand owner Premier Foods, the brand will take consumers on a taste adventure inspired by modern day India’s culture, traditions, flavours and colours.

“For the last few years, Sharwood’s has been on a journey of modernising Indian cuisine. While maintaining high quality standards on our core range, we have also brought innovative products to market that help shoppers enjoy Indian food in new ways,” commented Andrey Sokirkin, brand director for cooking sauces and accompaniments at Premier Foods.

“Our new TV campaign will be the next step towards modernising Indian meals further, bringing the vibrant and colourful flavour inspiration of India to consumers in a fresh and engaging way, while re-establishing Sharwood’s as a contemporary, authentic brand.”

Sokirkin added that the brand attracted an additional 3.8 million shoppers last year versus 2019, as at-home consumption occasions rose significantly with pandemic lockdown, and the brand’s side dishes, starters and wrap kits have been well-received over the period.

Running for three months, the TV campaign is ideally timed to capitalise on the growing number of people who have spread their wings in regards to cooking at home during lockdown, with many trying to recreate restaurant favourites.

Sokirkin continued: “Over the past year, the importance of a great tasting meal has become more significant than ever, with mealtimes now a special occasion for many households. The advert aims to attract younger shoppers and generate that sense of excitement by bringing the vibrant and colourful flavour inspiration of India to consumers. We’re perfectly positioned to do just this, as an authentic brand that has been bringing great flavours from around the world to UK homes since 1889.”