Building on the profile of 2013 MasterChef the Professionals finalist and Scottish Chef of the Year 2015 Chef Adam Handling, we were asked to launch his brand new independent venture in Shoreditch, East London. We worked alongside Adam to support the development of the restaurant concept, considering compelling PR angles, including the restaurant as a home to young creatives of all disciplines. We organised a stand out launch event, which had national and key London press in attendance, as well as top chefs and other key influences within the restaurant industry. We utilised existing contacts to implement a review programme following the launch, and work with Adam and his team on a tactical campaign to keep the profile up, and customer footfall consistent.
The pre-launch coverage was significant, with all key hospitality and restaurant trade publications covering the opening, building the buzz from within the industry itself. It was also covered in some of the most influential consumer facing foodie publications, such as Hot Dinners. This resulted in a very busy restaurant as soon as the doors opened. The launch event itself generated significant social media buzz and further noise within the industry. The review programme we implemented resulted in publications such as, The Metro, The Mail on Sunday and Bloomberg all reviewing the restaurant (among many other targeted publications). Adam and his team at The Frog are now so busy that guests can expect at least a three week wait for a table at The Frog.