A Taste of the Middle East, Your Way
Blue Dragon is a well-established international Asian food brand, created in the UK in the 1970s to help consumers recreate the authentic flavours of Asia at home.
From the beginning, Blue Dragon has travelled across Asia in search of authentic and exciting flavours — a spirit of discovery that continues today, with inspiration drawn from what is cooking from Beijing to Bangkok.
At the heart of the brand is this same spirit of discovery, encouraging consumers to discover their own taste of Asia in their kitchen and Keep Exploring.
Blue Dragon is now available in South Africa, exclusively at Pick n Pay, opening the door for local consumers to explore authentic Asian flavours in their own kitchens. Whether it is the sweet, tangy and savoury flavours of a delicious Pad Thai, the fragrant heat of a Thai Red Curry, the sweet and savoury richness of a Teriyaki bowl, or the joy of making sushi at home, Blue Dragon makes it easier to discover new flavours, recreate dishes people already know and love, and make them their own.
The South African range spans sauces, curry pastes, noodles and meal kits, sushi essentials and key Asian cooking ingredients, giving consumers the products, inspiration and confidence to explore Asian cuisine at home.
Discover your own taste of Asia in your Kitchen with Blue Dragon
Creators should show how Blue Dragon can fit naturally and authentically into the way they cook and eat — whether that means recreating a restaurant or takeaway favourite, refining a dish they already love, giving an everyday meal an Asian-inspired twist, or trying something they have always wanted to make.
Our focus is the “Adults Dining In” occasion: generally a meal for two, or a group of adults sharing a table, rather than a family or kids’ mealtime.
Recipe inspiration will be shared as part of the campaign. Creators can use one of the suggested recipes as a guide, adapt it to suit their own tastes, or create a dish of their own using the Blue Dragon products supplied.
The content should feel natural and personal while showing consumers how Blue Dragon can help them confidently explore Asian flavours at home.
To capture attention, lead with emotion rather than “just another recipe” video. For Blue Dragon, that emotion is wanderlust and nostalgia: the dish that takes you straight back to a holiday, a street-food stall or a favourite takeaway night, or makes you want to book the next trip. Open with that feeling, then let the cooking carry it.
Do’s:
1. Show the product pack clearly and in focus at least once, label facing camera
2. Keep all three dishes from the same product you chose
3. Cook in your own kitchen with your own voice, unscripted is the point
4. Keep recipes simple enough for a viewer to replicate with everyday ingredients
5. Mention that it can be purchased from Pick n Pay.
Don’ts:
1. Don't make health, nutrition or dietary claims
2. Don't decant the product into unbranded bowls or jars before the pack has been shown
3. Don't alter the Blue Dragon logo, packaging or brand colours in edits or overlays
4. Don't use AI-generated food imagery; all food shown must be cooked and shot by you
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Food & Beverage
Cooking & Recipes
Food Challenges
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