Param, part of the Futura Foods portfolio, recently relaunched its paneer following a major brand refresh designed to position paneer as a mainstream protein source rather than a traditional cheese fixture. Following their recent brand refresh designed to position paneer as a mainstream protein source, Param are tapping into a new generation of UK shoppers, with "Anything's Possible" campaign. Live throughout June, the campaign partners with drag queen influencers to promote culinary possibility and inclusivity. Futura Foods' PR agency BIG little LDN ideated the campaign and is managing the ongoing partnership.

"Anything's Possible" is a brand belief about what paneer can be when you stop following the rules, try the unexpected, and lean into imagination and inclusivity. At the heart of the campaign are two original recipes developed by talent partners in response to a creative brief built around two territories: "Big Dish Energy" and "Anything But Beige, Darling". Both are designed to do what Param's repositioning has always argued paneer can do, earn the centre of the plate, hold a flavour profile that competes with anything in the fridge and look spectacular doing it. The recipes will roll out across Param's owned channels throughout June and will also appear on trade recipe cards distributed to foodservice and retail partners. The result is a campaign reaching Param's emerging consumer audience and driving the brand story through the trade.

Rhian Newman, Head of Marketing for Futura Foods, comments: "This is the first time Param has shown up as a consumer brand in its own right and BIG little LDN have absolutely smashed the brief. They understood instantly what we were trying to do with the rebrand and the campaign lives the brand proposition before anyone has to explain it.

"It's exactly the right campaign at exactly the right cultural moment and the creative work the team has built around it is some of the most exciting we've ever put out under the Param name."

Emma Critchley-Lloyd, Founder of BIG little LDN, comments: "Param's repositioning is the most stand-out play in the category right now. 'Anything's Possible' is a creative permission slip and frankly an agency's dream. A brand that has genuinely handed us the reins to pitch anything, because the ethos of trying anything is embedded in the framework itself. It's what's allowed us to pair a heritage food brand with unexpected creative partners and have it feel completely inevitable.

"It's the kind of brief agencies wait years for and Futura Foods have been a genuine creative partner throughout."

The campaign launches across Param's UK and Ireland Instagram and TikTok (@param_foods_uki) with content rolling out throughout June.