Chinese New Year 2019 saw acclaimed Hakkasan restaurants in London launch a stellar food PR campaign in London with renowned author Will Self. Hakkasan commissioned Will to reinvent the classic fortune cookie and pen new fortunes. The fortunes were written on a ribbon and placed around the Hakkasan macarons. Instead of housing a traditional fortune, each macaron featured one of Will Self’s 88 witty, satirical and sometimes dark musings on the topics most relevant to modern day life in London.Food PR in London can sometimes be very focused on new dishes, menus and restaurant interiors, whereas this was an entirely different food PR campaign in London and achieved wonderful results.
The food PR campaign secured over 50 pieces of coverage in top tier media titles such as Evening Standard, The Times, FT Weekend, Londonist and China Daily. The PR coverage was varied and included interviews with Will discussing the collaboration, reviews of the Chinese New Year menu and articles in lifestyle press covering the entire experience. Some of the highlight pieces of food PR coverage in London were:
A Chinese New Year round up in Marie Claire featured Hakkasan and the Will Self campaign. On In London also wrote about the campaign, a leading London food PR title alongside The Week, Arcadia Magazine, Sphere Magazine, and Design My Night.
We offered Evening Standard the exclusive first interview with Will which secured a double page spread in the print publication as well as online. Interviews with Will also appeared in The Times Magazine, and FT Weekend.
Overall a very successful PR campaign that allowed us to secure Hakkasan coverage in food, lifestyle, literary and national publications in print and online.