Branding the Curry King

Back in 1989, Lord Noon (often reffered to as the Curry King) set out with just four recipes and an idea - to bring authentic ethnic cuisine to the UK. Now the market leader for Indian and Oriental prepared meals in the retail market, Noon have 564 different recipes and cook 2.4 million meals every week. And yet, chances are you've not heard of them.

CA3 were called in to rectify that very situation, build brand awareness (online in the first instance), and ultimately help inrease sales of their fabulous food.

If you've ever bought an ethnic meal from a supermarket, it was more than likely produced by a Noon chef. It's these very same chefs that ensure the recipes are as authentic as your local curry house (if not more so). They are the secret ingreident, so it was imperative that the website we created shouted about this and their passion for ethnic cuisine.

Using one of their new product development kitchens as inspiration, the website is a mixture of mouth-watering dishes, engaging facts and chef-inspired content. Launching in December 2013, stage one of the website just gives consumers a taster (if you'll forgive the pun) of the Noon business. Interactive videos, inforgraphics, product finders and news content is already in development to make the site much more meaty early in 2014.

CA3 also created a media strategy for Noon, utilising search, online media, PR and editorial channels, as well as suggesting a number of other simple, brand-building ideas we hope to see rolled out throughout 2014 and beyond.

Check out the website for yourself. Visit www.noonfoods.co.uk