The Solution
• Source and secure celebrated Italian chef, Giorgio Locatelli, as Peroni’s Taste Ambassador
• Commission Locatelli to develop an exclusive collection of consumer-friendly recipes that bring out the tasting notes of Peroni
• Facilitate an interactive seminar and cooking experience, hosted by Locatelli, for target journalists
• Execute a print PR campaign and broadcast media tour with Locatelli in support of the new collection of recipes and food pairing with lager
• Conduct a regionalized survey about ‘cooking with a drink’ to strengthen local news hooks
• Create and distribute “Cooking with Giorgio” vodcast to key media; host on peroniitaly.com for consumer download
• Coordinate a series of advertorials featuring recipes in key titles, including Observer Food Monthly, to support campaign message
The Results
• Audience Reach: 1.5 million +
• PR Value: £150,000 +
• Coverage highlights included: Daily Express, The Independent magazine, GQ, The Guardian online, The Italian magazine, The London paper
• Broadcast media tour secured more than 13 radio interviews
• Vodcast picked up by high circulation websites, including the dailymail.co.uk |
