Cobra spices up National Curry Week

As true devotees are no doubt already aware, it’s National Curry Week in the UK.

Cobra Beer is involved in a busy programme of marketing activities to tie in with its sponsorship of the event and reinforce its image as the best partner for a Madras.

The beer brand has joined forces for its campaign with Anjum Anand, star of the BBC show Indian Food Made Easy, as well as a number of other top Indian chefs from around the UK.

Representing part of the brand’s £10 million marketing budget over the next three years, the campaign involves profile-building activities across both the on- and off-trade, as well as a week-long advertising surge via national newspapers and local radio.

Cobra is also channelling the power of Twitter, engaging consumers with its interactive game “Twindaloo”.

Kevin Wallace, brand director of Cobra Beer Partnership, said: “Our aim is to help strengthen further the association between the brand and curry eating occasions, both by equipping Brits to cook Indian cuisine in the home, and building upon the brand’s prominence in Indian restaurants and local curry-houses.”

This year’s National Curry Week sees many of the UK’s 9,500 Indian restaurants celebrating the nation’s favourite food with everything from record-breaking poppadum tower attempts to auctions raising funds to alleviate poverty in southern Asia.

To track down your nearest participating curry house, click here 

Gabriel Savage, 24.11.2009