A new Passage for Indian & Asian cooking

Project brief:  

Passage Foods have launched an extensive range of Indian simmer sauces and Asian stir-fry sauces, sealed fresh in stand-up pouches and featuring a refreshed pack design.  WMG were tasked to create a collection of new, enticing recipes and cooking videos which would showcase the range, packaging and demonstrate how easy it is to cook with Passage to India and Passage to Asia sauces.

ClientPassage to India | Passage to Asia
DateLaunched June 2018
CategoryRecipes | Photography | Video

The range of Passage to India and Asia range includes the classics through to more modern sauces that meet consumers interests in cooking with spices. In a competitive segment, WMG were tasked to create new ideas using nine products from the core range to kick-start promotions throughout Winter & Spring.

The following recipes were developed using a combination of insights including consumer trend data from myfoodbook.com.au as it related to component cooking (ie: cooking with pre-prepared sauces) as well as cooking Asian and Indian cuisines. This data was then overlayed with insights from the Passage Foods team then integrated into the clients’ marketing objectives.

Passage Foods have been able to leverage the content created from the project to amplify their new Indian curry recipes across retailer promotions, magazine advertising, Instagram & Facebook stories, YouTube and re-marketing campaigns.

Passage to India Recipe Links

Butter Chicken

Mince & Chickpea Curry

Chicken Korma Meatballs

Spicy Vindaloo Beef Ribs

Chicken Biryani

with creamy coriander and mint sauce

Lamb Rogan Josh

with yoghurt and spinach

Passage to Asia Recipe Links

Teriyaki Beef Noodle

Chicken Satay Skewers

with Gado Gado

Katsu Pork

with Pear and Carrot Slaw