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.

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.

What we did

  • Hosted an exclusive press launch event, before seeding wider reviews and news listings


  • Secured x40 journalists for the launch event, booking in a further 13 reviews across the week the menu was available
  • Generated x40 pieces of coverage

Contact us

To find out how our approach can help you - drop us a line on 020 3651 5000 or send us the form below with some basic information and we’ll be in touch to discuss the finer details.