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The brief:
Having appointed a new head chef, Indunil Upatissa, from Sri Lanka, the Noel Arms was keen to raise the profile of both the chef and his speciality dishes through a concerted PR campaign.
The approach:
We liaised with target media to identify profile raising opportunities for Indunil, focusing on his background and the impact his culinary talents have had on Chipping Camden and the surrounding area, while highlighting his gourmet offering to the regional press through negotiated reviews and profile pieces.
Having identified potential awards opportunities to the client, we worked with Indunil to compete for the title of Curry Pub Chef of the Year – an accolade that he subsequently won.
His credibility was further enhanced when we helped ‘place’ his recipes in national food titles and established him as a sector expert whose advice is regularly sought by journalists and the public alike.
The results:
In addition to being Curry Pub Chef of the Year, Indunil has become something of a local celebrity. The Noel Arms’ monthly curry nights are sold out well in advance, and the venue has become the restaurant of choice for eastern cuisine. Add to that profile and recipe coverage in regional, trade and national media in excess, and there’s naan better!
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