Blue Dragon is investing £2.5m in an ad campaign that features real Thai staff to help get across the authenticity of its recipes. Its first TV ad for three years, the campaign has the strap 'The East made easy' and runs from next week until August. "We wanted to make the point that 'we do the work, so you don't have to' and prove our products are the real thing," said consumer and trade marketing manager Tracy Hughes. "Local Thai staff bring the story to life." Staff discuss how they prepare all the fresh ingredients for a Blue Dragon Thai green curry so the "busy lady customer" has no need. She is then seen using Blue Dragon to cook for her own family. Blue Dragon is up 29% to £28m. It has a 17.2% share of the £123m oriental food market [Nielsen, 52 w/e 1 December 2007].