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The TV chef Simon Rimmer stars in a new campaign for Associated British Foods’ curry sauce brand Patak’s. The three-minute spot is the first of five that will air on Channel 4 as ad-break takeovers, as well as on YouTube and Patak's Facebook page. It features Sunday Brunch's Rimmer visiting Camden and using Patak’s paste to cook a chicken tikka masala. The work was directed by Rob Fisher through Princess Productions and Shine 360. Maxus handled the media planning and buying.