Client Parveen The Spice Queen
Location Cambridgeshire
Sector Entertainment
Issue
In early 2016 the Breadcrumb Media team was approached by a very bubbly Parveen Ashraf at a tradeshow. She introduced herself and said “My dream is to be a TV chef”. With years of culinary teaching experience, a published cookbook and a column in the local paper Parveen was keen to share her her love of Indian food with the nation. But she didn’t know how to make the leap from local to national.
Background
Parveen Ashraf is a passionate cook and teacher, her recipes are inspired by the ones handed down to her by her late mother. When her son went to University he missed his Mum’s cooking so much she made him spice blends and cookery kits to recreate her recipes. This inspired her first foray into the commercial culinary world. Parveen launched a branded spice blend selection available to order from her website so everyone can get the flavour of The Spice Queen’s spice box.
In 2016 Parveen’s first cook book ‘Parveen The Spice Queen’ Step-by-Step Authentic Indian cooking was published. She believes anyone can cook authentic Indian food by following her easy to cook recipes.
Challenges
- TV
Cookery programs are popular but it’s a busy broadcasting space. - Without
a show reel or experience it is a hard to gain entry into broadcasting - Authenticity
and a point of difference have to be proven to get attention
Campaign Goals
- Create
a launching pad for Parveen to take her broadcast career to the next level - Create
an asset library to promote Parveen’s profile and prove her cookery
demonstration skills - Build
an audience
Our approach
- Worked
with the client to show her in an environment and manner in which represented
her as both professional and authentic. - Film
Parveen cooking and presenting her recipes. - Edit
and enhance the video with motion graphics. - Launch
a new YouTube channel to host her new series of video productions. - Provide
advice on how to promote her new media assets using social media and press.
Results
Breadcrumb produced 17 cookery demonstration videos that were launched on YouTube in 2017. Her channel: Spice Queen Parveen Ashraf has 6,500 subscribers with nearly 200,000 views. She has over 30,000 followers on Facebook and Instagram.
If there was one aim that Parveen wanted to be fulfilled – it was to be on TV. We are delighted that her dream has come true. Parveen’s first cookery series on ITV Daytime called Parveen’s Indian Kitchen was first broadcast from January-March 2019. It is a 1 hour program, 10 part series demonstrating The Spice Queen’s delicious recipes. It has since been aired in India, Israel, Australia, Norway, France and Sweden. She has also appeared on Saturday Kitchen with James Martin.
Parveen says “Working with Mark and the Breadcrumb team was the best preparation for working in front of a studio camera I could have ever hoped for. They were creative and professional – just brilliant. Mark was also a great director and helped me raise my performance persona. I’m still so proud of those videos today.”
Clearly her skill, personality and passion has played a huge role in her success, we simply provided the expertise and assets to the build her momentum towards culinary stardom.
