Tuesday, 10 March 2009


Sharwood’s launches new TV ad campaign, starring their real Chefs

Sharwood’s, the leading brand in Asian sauces and accompaniments, today announces the launch of its new TV and press campaign, showcasing ‘The Real Taste Of Adventure’ that Sharwood’s products offer.

Filmed on location across Asia, the campaign showcases a 100 year old tradition of pioneering culinary exploration. The campaign features the brand’s own in-house Chefs, Jirapan Tarrant, Munish Manocha and Chung Yin Liu showing how they travel the world to source new ingredients and ideas.

The new 40 second advert which can be viewed today on ITV at 9.40am and again at 6.58pm will run for the rest of 2009. It will be supported by 4 x 10 second spots, four press executions, print advertorials, 1million door drops and in-store activity.

The eponymous James Allen Sharwood devoted his life to discovering new and exotic ingredients, flavours and spices from around the world and was the first person to bring Mango Chutney to Great Britain! It was this dedication to discovery which inspired McCann Erickson to create a campaign using the three current Sharwood’s Chefs – following their gastronomic journeys around Asia.

And, to give the viewers a real flavour and insight, established documentary director, Helen Simpson was chosen to follow and document the adventures of the Sharwood’s Chefs. With credits such as Jamie Oliver’s Italian Kitchen, Gordon Ramsey and Posh & Becks’ wedding video to her name, Helen brings a unique documentary style to the advert.

Helen Simpson, said: “I’m known for being a documentary Director and really this ad is a documentary about the Chefs who work for Sharwood’s, showing the part of their job that’s all about travelling the world to bring back new ideas and ingredients.”

Paul Bright, Brand Controller of Sharwood’s commented: “The new advert reinforces Sharwood’s position of offering consumers a ‘real taste of adventure’ when cooking, and shows our chef’s passion and enthusiasm for our sauces and accompaniments.”

2009 will see a new and exciting range of products for Sharwood’s with the introduction of Indian side dishes, Micro-noodles and a selection of new sauces.

- Ends –

For further information, please contact:

Frank PR on – (020) 7693 6999

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