Recipe has created their first above the line campaign for AB World Foods brand, Blue Dragon, since winning the account.

Under the new creative platform, ‘Keep Exploring’, developed by the agency last year, the campaign takes us on a culinary adventure through modern Asia.

Guided every step of the way by the Blue Dragon brand, it explores the sights, sounds, smells and, most importantly of all, tastes of a convivial & contemporary Asia before using the products to relive and recreate them at home.

Ali Morgan, Managing Director at Recipe said, “At its heart, this spot is about positioning the Blue Dragon brand as a guide – encouraging culinary exploration and bringing all those Asian flavours to life in a beautiful, authentic way.”

Emma Eggleton, Brand Controller for Blue Dragon, said “Keep Exploring is a long-term platform for us, and we’re incredibly pleased with the way this TV ad is launching it to market and supporting last year’s redesign of our packaging across the range.”

The campaign was created by Steven Andrews and Ross Nance, and directed by Alexander Haines through Burger Films. It will run across TV channels in the UK and is supported by digital and social with media planning and buying handled by Wavemaker.