New “food exploration destination” FeD approached Freshwater to manage the opening of its first restaurant in Cardiff. Our brief included a PR campaign to create a buzz in the run up to the opening, as well as masterminding and managing a high-profile VIP event attended by key journalists, bloggers and other movers and shakers.

Our announcement of FeD’s arrival on Cardiff’s growing food scene secured significant press and online coverage, as did regular updates on the restaurant’s progress. We also identified opportunities with local, regional and national media, securing recipe files, profiles of the restaurant’s founders, ‘first look’ photo galleries, restaurant reviews and competitions in key press and on social media.

More than 200 guests were invited to our VIP event, where they were invited to “escape the January blues” by visiting FeD’s nine different world kitchens. To continue the jet-set theme, we created a passport for guests to have stamped at each kitchen before being entered into a free prize draw, encouraging them to sample each of the different cuisines. Goody bags filled with FeD-branded “travel essentials”, a photo booth featuring props and backgrounds of global holiday destinations, as well as an exclusive discount offer were handed out on departure.

The event was a huge hit on Twitter and also secured substantial press coverage, with galleries of the guests appearing in both print and online, as well as several highly positive reviews from influential Welsh food bloggers.


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Impact Report 2017

Impact report 2017