This month we’re talking about…
Hitting Your Funding Target
Getting the attention of the media is a constant challenge for restaurants. When there are sometimes over 30 new restaurants opening across London in just one month, how do you compete with all of the new concepts, chefs, collaborations & launches?
Our relaunch activity with Roux at Parliament Square began with understanding exactly how the restaurant was going to change. The refurbishment was focused on the interior of the restaurant, and bringing it up to scratch to show off the award – winning food created by Head Chef Steve Groves. The restaurant had previously been known for being fairly plain in its design, as well as being very formal. Steve’s food is innovative & created with flair, cue Rosendale Design to match the furniture to the food.
Given that the restaurant wasn’t changing its chef or offering a completely new food concept, our challenge was to encourage media to come to see exactly what we’d been up to. We tailored this by creating two completely different events in order to offer media, influencers, restaurant & industry VIPs the opportunity to enjoy the new surroundings.
First off, we targeted some of our key media with an invitation to a special dinner curated & hosted by Steve, alongside Michel Roux Jr. This dinner offered the wow factor in terms of Steve’s menu, which included some of his signature dishes, the Roux style of service & an innovative list of drinks matches too. Stars of the show included a London pilsner matched to a dish of Chalk Stream Trout – a total hit with our guests.
Secondly, we recommended that we also show the restaurant off in a more informal way. We created a guest list which included media & industry contacts to create the perfect party atmosphere. Steve devised a menu to be served with a bit of theatre at food stations across the restaurant & bar, as well as cocktail matches & cheese bar from La Fromagerie.
Both events generated media coverage across print, online & social, as well as offering the chance to reintroduce this classic, critically acclaimed restaurant to the media.
Hitting Your Funding Target
We’ve recently worked with two brands who launched Kickstarter campaigns to raise funds for exciting projects they had coming up, and with it being a new experience for us, it felt the perfect topic for this month’s chat.
What can we say about Kickstarter…? Well, it’s an exhilarating ride! For those weeks it’s running (and in the lead up), it’s full-on, all-consuming, and so much fun. It was the first time we had taken on the promotion of a Kickstarter, or any big funding project at all actually, so it was a steep learning curve, one that we travelled on together with our clients. It was all-hands-on-deck and we of course got more involved than just the PR side.
For both the brands we worked with, our role started in the months leading up to the Kickstarter launch – at this time we focussed on copy-writing, ensuring the campaign wording on the Kickstarter site was word-perfect to draw people in. We also spent time brainstorming the ‘rewards’ for people to pledge for and ensuring databases were up to scratch so we had a good bank of people we could hopefully count on to make these pledges.
Next up, was the pre-launch activity – we set up interviews for the founders with key consumer and trade media titles so they could reveal their plans and generate excitement about the forthcoming campaign. We also drafted and designed the newsletters to let the database know what was coming, as well as priming key social influencers and our contacts in the industry to ensure we had their support at launch. Finally, we supported with the creation of content for our clients’ social media channels.
At launch and in the days that the campaign was running, it was a full-on media and social relations job – we met as many key journalists and influencers as we could face-to-face and organised time for them with the founders. We provided strong content for them to use on their channels and pushed as hard as we could get more coverage hitting and as much as support as possible to help meet the targets.
You’ll be pleased to hear that both brands met their targets and it was the best feeling in the world. And now, armed with our experience and knowledge of how funding campaigns work, we can’t wait to take on another similar project!
What people are saying about us
- Auberge du Lac at Brocket Hall
Kate is an absolute pleasure to work with! She has become part of the team and her professional, creative and committed approach has delivered real results.I would whole heartedly recommend Kate as a PR professional that has excellent contacts, a brilliant attitude and the ability to cope with the ever-changing demands of the business.
- Restaurateur, Chef & TV Presenter
From food to wine, chefs & restaurants, bars and pubs, Holly’s knowledge knows no bounds.You will thank your lucky stars and know that you made the right decision.
- Claudi & Fin
What a team! Holly's in depth knowledge of the food industry coupled with unrivalled organisational skills and a cool head under pressure make her an excellent addition to any team when planning experiential marketing.Kate, meanwhile, brings excellent press contacts, an honest and enthusiastic approach and a keen eye for a good story. She's our go-to girl for getting Claudi & Fin the best press coverage possible. I wouldn't hesitate to recommend Kate and Holly!
- Indian chef & food writer
Holly has been an absolute dream to work with.She is proactive, calm and has been hugely supportive. Nothing is too much trouble to discuss. I feel so fortunate to have her as a sounding board and her encouragement on projects we work on together
- Chef & Author, The Little Viet Kitchen
I could not be happier with Project Taste! Holly and Kate are wonderful.Incredibly calm, caring and professional; always available to talk through and action the biggest or smallest of things. Having people so knowledgeable and experienced in my corner makes me feel like I have two big sisters genuinely looking after me and The Little Viet Kitchen. They’ve taken all of the stress out of PR and made the whole process fun, like it should be!
- Chef / Owner etch. Brighton + Winner, MasterChef : The Professionals
I have worked with Holly for the last 5 years and put a lot of my success down to her drive, determination and professionalism.Holly is very honest and has a great knowledge and insight into the industry to make the right decisions. I look forward to the next 5 years working with Project Taste.
- MasterChef Champion 2018 + Chef Patron, PITCH Restaurant
Above all, the team at Project Taste understand great food and how the industry operates.I’ve always felt that Holly has a real eye on what’s happening in terms of emerging trends and has a superb way of matching the right talent with the right client. I haven’t had a job that I haven’t enjoyed immensely and this is mainly due to the support and organisation that Project Taste offer.
- Executive Chef, The Oxford Kitchen (1 Michelin star)
Working with Kate & Holly from Project Taste is a pleasure.In bringing their knowledge, experience and advice to many areas of our business, they’ve been a great support in working to raise both my profile and that of the restaurant. I think their growing list of quality clients speaks volumes.