Launching Europe’s largest Japanese food hall; Ichiba

Me:Mo was enlisted by Japan Centre Group to launch Ichiba; Europe’s largest Japanese Food Hall, based in Westfield London.

Upfront we capitalised on the popularity of Japanese cuisine alongside the emerging trend of food halls to build buzz and excitement, with coverage appearing in key media such as Time Out starting from six months ahead of the launch.

From there, we continued liaising with long lead foodie, consumer, and international media, to ensure Ichiba became a must visit destination from day one.

Ahead of the doors being ready to open, we devised a launch event to introduce the concept fully inviting media and influencers, as well as key stakeholders, into the store. As well as being able to see Ichiba’s offering, over 400 guests were entertained by taiko drummers, calligraphers, traditional Japanese dancers, and an origami artist to ensure it was a night to remember.

The launch event was a huge success, generating over 50 pieces of coverage to a broad sector of media, as well as securing editorial film with both Time Out and Secret London, all of which resulted in over 2,000 customers passing through the doors across each day of the opening weekend.

What we did

  • Developed a robust press office plan to generate global coverage, including a launch event to introduce the concept to media

Results

  • Generated over 50 pieces of launch announcement coverage
  • Facilitated film shoots with Time Out and Secret London resulting in over 1m social views

Contact us

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