Now we can finally put the January blues behind us and move into February, not only do we have Pancake Day and Valentine’s Day in London food PR to look forward to, we have Chinese New Year! Known as one of the biggest celebrations of the calendar in China and the festivities can last for up to 15 days. Chinese New Year has grown in popularity in western countries and has become a huge celebration in London and therefore it is an important time for food PR in London.
At Me:Mo we have a number of food PR clients in London that are celebrating Chinese New Year, creating exciting PR campaigns to sell in to the London press as well as giving consumers something interesting to get involved with. Here are some of the London food PR campaigns we are running:
Hakkasan Hanway Place and Hakkasan Mayfair have reinvented the classic fortune cookie, commissioning renowned author Will Self to pen the fortunes. The fortunes are written on a ribbon and placed around the Hakkasan macarons, to create the fortune macaron. Instead of housing a traditional fortune, each macaron features one of Will Self’s 88 witty, satirical and sometimes dark musings on the topics most relevant to modern day life in London. The fortune macarons are available as part of the Chinese New Year set menu.
Yauatcha City and Yauatcha Soho are paying homage to the year of the Earth pig by teaming up with celebrated design team, Isabel and Helen Studio to create a bespoke art installation within the restaurants inspired by the zodiac animal. An exclusive Chinese New Year menu is available featuring celebratory dishes.
These stories are perfect for food PR in London as it is a topical story which results in a higher engagement from press and from consumers and therefore drives more footfall to the restaurants. These campaigns will be a London food PR story till the end of February and have garnered attention from lifestyle, food, trade and Chinese media.
Gong hei fat choy!