Food & Drink: Food tastes so much better in London

Food event Taste of London allows members of the public to try dishes from world-renowned chefs and restaurants. Brand Events called in House PR to ensure the event remained the number one date in the foodie calendar.

Jason Atherton: Promoting Taste of London
Jason Atherton: Promoting Taste of London

Campaign: Taste of London
Client: Brand Events
PR team: House PR
Timescale: February-June 2012
Budget: £5,000

 

Objectives

  • To drive widespread awareness and ticket sales for the event
  •  To maximise all opportunities around the participating chefs, restaurants and sponsors
  •  To elevate coverage from the food pages to news and features.

Strategy and plan

To launch tickets for the event, House PR released creative images of food carved into London landmarks. These carvings were shot accompanied by chefs Theo Randall and Jason Atherton. During the event, the PR team worked with more than 250 journalists. Tailored press coverage included chef Tim Allen creating the world's most expensive scotch egg exclusively for the London Evening Standard.

Measurement and evaluation

The campaign achieved more than 300 pieces of coverage, including a double-page spread in ShortList and three chef placements on the BBC's Saturday Kitchen.

Results

Taste of London had very strong ticket sales, with almost every session selling out.

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