Carluccio's Mushroom Markets

Bringing A Brand To Life
Established in 1991 on the premise of bringing Londoners the finest quality regional Italian food, Carluccio’s has grown into a small empire, featuring destination caffés, shops and cookbooks. Run by its founders, celebrated chef Antonio Carluccio and his wife Priscilla, it also hosts annual events at its locations that celebrate its fundamental brand principals: community, quality, and authentically Italian. Carluccio’s Open-air Mushroom Markets is just one of them.

The Brief
Create awareness and buzz in support of Carluccio’s Mushroom Markets:
• Position Carluccio’s as the UK’s leading mushroom authority
• Highlight Antonio’s Italian heritage and passion for mushrooms
• Generate press coverage spotlighting Carluccio’s brand principals: community, quality and authentically Italian

The Challenge
• Events are a dime a dozen in London, and the media are invited to ALL of them
• Event is overtly commercial – in-store, featuring Carluccio’s products