Hakkasan strikes gold with Will Self

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.

What we did

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.

Contact us

To find out how our approach can help you - drop us a line on 020 3301 5305 or send us the form below with some basic information and we’ll be in touch to discuss the finer details.

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