Oriental food specialist Blue Dragon is aiming to breath some fire into both the Chinese New Year (February 12) and Thai New Year (April) celebrations with a £1.25m TV and press campaign. Press ads debut this week (January 17) in the food sections of national newspapers, as well as instore and in women's lifestyle magazines. The ads are divided vertically into a product photo featuring a dragon and the strapline Release the Dragon', and an educational section carrying recipes. TV activity consists of ads featuring Oriental images of paddy fields and floating markets, which run on GMTV from February 4 to 17. The brand is also sponsoring a weekend of programmes focusing on Oriental cooking on the UK Food Channel on February 9 and 10. {{P&P }}