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Tilda Rice is to run its most eye-catching advertising to date, a pounds

2.5 million campaign through the northern agency, JFW Advertising.

The campaign breaks this week, starring the Indian chef, Madhur Jaffrey.

It also promotes her range of Tilda Indian cooking sauces.

The TV work opens with a 40-second ad, and this will be followed by 30-

and ten-second treatments. The work was directed by Richard Phillips,

who wrote and directed BT’s ‘Beattie’ ads which starred Maureen Lipman.

The Tilda ad is set in an Indian restaurant. A waiter is helping a

customer with her coat when Madhur Jaffrey appears in the doorway. The

waiter drops the customer’s coat in astonishment.

Jaffrey proceeds to order several complicated Indian dishes and asks if

the rice is Tilda. The waiter assures her it is, before running into the

kitchen and reeling off the list which the chef complains will take for

ever to prepare. The team appear stumped until one of the waiters has an

idea.

The scene cuts to a supermarket where the chef and waiters buy the full

range of Jaffrey’s sauces.

Back at the restaurant, Jaffrey is seen finishing her meal and declaring

it excellent, before asking: ‘Do you have a new chef?’ The chef himself

is watching her reaction from the doorway.

The TV work is supported by national press, women’s press and specialist

press advertising. Media planning and buying is through Mediapolis.