To bring to life the limited edition Chinese New Year menu at Hakkasan, a global campaign was devised to run across the Hakkasan estate. The campaign saw the creation of ‘fortune macarons’, a sophisticated new twist on the traditional fortune cookie. To ensure a truly British identity was created for the UK campaign, we partnered with author Will Self to create 98 unique fortunes.
In the run up to Chinese New Year we secured interviews with Will with key media including a double page spread in the Evening Standard, four-page column with the Financial Times Magazine, as well as interviews with The Times and The Independent. We also hand delivered fortune macarons to key national and lifestyle media to build buzz and excitement.
Once the limited-edition menu was live, we invited key media and influencers in to trial the menu, resulting in over 50 pieces of coverage.
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