Consumer, Food and Drink PR - Sushi Matsuri
Objectives:
- Create consumer media publicity for Sushi and Japanese culture
- Drive trial and consumption of Sushi through retail food stores
PR Programme:
- Create a 'Sushi festival' period to focus retailer, consumer and media attention - 'Sushi Matsuri' in February 2008
- Involve other Japanese companies - particularly food and drink, as sponsors.
- Brief all media at tastings and events - long lead magazines 6 months in advance and short lead media just before and during the festival.
- Produce a definitive 16 page colour supplement on Sushi in a leading foodie magazine - 'Olive ', readership 450,000.
- Tailor retail multiple promotions with competitions on pack.
- Involve Japanese restaurants in 5 city centres with media support.
- Web site featuring recipes, information and a Good Sushi Guide.
Results:
- Massive media coverage in magazines, national and regional newspapers all around February 2008 -the time of ' Sushi Matsuri '. PR value 645k - 12 times return on budget.
- Major retailers sales of Sushi rose by up to 35%.
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