One Minute Brief of the Day:
Create posters to attract a younger audience & show how Patum Peperium relishes deliver BIG, BOLD, DELICIOUS umami flavours to bring your food to life. #RelishYourFood
Tweet your entries to @OneMinuteBriefs with the hashtag #RelishYourFood
and we’d also like you to share your submissions on insta via posts/stories to @OneMinuteBriefs & @PatumPeperium
Prize:
Today’s winner will receive a £100 cash prize and a hamper of Patum Peperium goodies!!
Background:
Patum Peperium is a great British heritage brand originally created in 1828 enjoyed by British icons such as Nigella Lawson & James Bond and stocked in the likes of Sainsbury’s and Waitrose
The brand has three flavours: Spiced Anchovy - Gentlemen’s Relish (No silly jokes please), Salmon with Lemon - Poachers’s Relish & Mackerel with Lemon - Angler’s Finest Relish.
Challenge: Patum Peperium has a very distinctive taste with bold flavours. it's very polarising. People either love it or hate it… a bit like Marmite! It's also enjoyed by an aging demographic.
How do we modernise & attract the next generation of Patum fans?
Target Audience: Millennial/Gen X; ABC 1; Seeking Indulgence & bold flavours
About:
Patum Peperium was invented in 1828 by John Osborn, when he was living in Paris. He launched it at two Paris Food Shows where it won it’s first award – praise indeed for an Englishman in France. Osborn’s original recipe was a mix of anchovy, butter and a secret blend of spices to give the relish its luxurious depth of flavour. The name Patum Peperium means peppered paste but the product itself is more like a fish butter than a paste.
Following the success of the product launch, other Gentleman’s Relish imitations started to appear but, as Osborn decided to keep the spice blend a secret, none of them were comparable to the original, Patum Peperium. To this day the relish is still made in the same way and only one person in the business is allowed to know the full recipe for Patum Peperium with the secret being passed down through the generations from father to son.
In 1998, to celebrate the 170th anniversary Patum Peperium, it was decided that the range would expand beyond anchovies to include an Angler’s Relish (mackerel) and a Poacher’s Relish (salmon). Patum Peperium has been part of British heritage for over 190 years now and has been enjoyed by people all over the world – it’s even been eaten by James Bond in For Your Eyes Only and was selected as one of the 10 foods that Nigella Lawson couldn’t live without.
