Sharwood’s and The Spice Tailor tapped into Karate Kid Legend’s rich Asian heritage to encourage customers to “Cook Like a Sensei” and promote their “Flavours with a Kick”. The film’s themes of mastery, tradition, and bold spirit aligned seamlessly with the brands’ mission to bring authentic, flavour-packed Asian cuisine to UK kitchens. The partnership ran across 2m packs and 16 SKUs, including a limited-edition film-inspired “Dragon Kick Sauce”. This was supported with a large-scale shopper media campaign in all major grocers, digital, social and influencer activity.
