Case Studies Product Sampling

Case Studies- Seriously Good & Comic Relief Press Launch Campaign

Client: Slam PR and Greencore

Brand: Seriously Good Sauces by Comic Relief

Campaign: Curry in a Hurry- Brick Lane Press Launch

Video: Click here to see a video report about this campaign

Brief:

  • To generate media coverage for the new Seriously Good Indian sauces, through the execution of a themed catering event with Gordon Ramsay, creating and serving a selection of Indian meals on Brick Lane on the 4th of February 2011.

High Calibre Promotion Staff

Campaign Description:

  • A Seriously Good Indian sauces catering event was set-up to generate awareness of the new range of Indian sauces, publicising the connection between Seriously Good and Comic Relief, with the help of celebrity chef Gordon Ramsay.
  • A team of Link Communication event production staff, Gordon Ramsay, specialist Indian catering chefs, promotional staff and professional security all worked under the guidance of two highly-experienced event managers, to ensure optimal distribution and service levels were maintained throughout the day.
  • As well as Gordon Ramsay, other VIPs and celebrities were invited to attend and participate to further add to the brand's endorsement, including Channel 4's Best Restaurant finalists and winner of the Indian Food Category- Prashad Restaurant; and Shobna Gulati from Coronation Street.
  • Once the media demonstrations had been conducted the event opened up for the public, offering servings of the Seriously Good Indian meals.
  • Promotional staff verbally promoted the range of products emphasised the charitable donation and the presence of Gordon Ramsay.

Branding:

  • The event area created was an ideal base for preparing hot food, which had a traditional Indian theme, creating an impressive theatrical event around Brick Lane . This included a wide range of Indian-themed props such as rustic copper pans, coloured drapes, and bowls of spices were placed alongside functional catering equipment to allow for the professional cooking of the hot samples. These included:
    - A branded gazebo with colourful Indian themed drapes.
    - Branded pop-ups and banners.
    - Products on display to showcase jars of Seriously Good.
    - Suitable catering tables branded and covered with colourful material.
    - Traditional cooking equipment such as Tandoori clay ovens.
  • The internal area of the Brick Lane venue was kitted out to create a base for the media presentations, VIPs and for Gordon Ramsay to sit and host meeting during the event and sample the food in comfort.
  • All staff were provided with Comic Relief & Seriously Good sauces branded chef whites, jackets, and jumpers which helped ensure the staff were all seen as part of a well organised professional team.

     

Results:

  • Over £1,000 was generated for Comic Relief through sales of the products and donations in exchange for the meals being prepared and served.
  • The range of Indian themed props, event team and food served, all came together to create a high impact event day, reflective of the exacting standards of Gordon Ramsay.
  • The food served was an overwhelming success, with all customers being incredibly pleased with their meals, and especially by the fact that it was being prepared by Gordon Ramsay.

Media and Press Coverage:

  • The activity was a huge success, and was well attended by key journalists, who had great opportunity for interaction with Gordon Ramsay and to sample the new range of sauces.
  • Media that attended the event included: Essentials, S Magazine, Zest, Woman, Bella, Take a Break, That’s Life Sainsbury’s Magazine, etc.
  • Print Media: The Telegraph, Daily Mirror, News of the World, Daily Star, Shropshire Star & etc
  • Photographers for numerous media channels attended including: The Daily Express, PA, Alpha Picture, AP, Big Pictures, Famous Pictures, Capital Pictures, Reuters, News Pics, Rex Features, Wire Image, WENN & etc.
  • As well as journalists, trade contacts were all invited into the VIP area and thoroughly enjoyed the event.
  • Media and PR Coverage Achieved:
    • Major coverage was achieved of the event with a total of 75 pieces of print coverage in both national and regional news. Furthermore, there was a huge number amount of online coverage on Tweet and Facebook.
    • Internet: Online coverage was a major success, with popular social network sites such as Facebook and Twitter covering the event. Coverage was also achieved on well-known online websites including Metro Online, Daily Mirror Online, London Evening Standard Online, and East London Advertiser 24, etc.
  • Radio: Magic FM & Heart.
  • The campaign received a total of 75 pieces of coverage and total PR value to date is £317,244 , providing return on investment  to date of 32:1.