Brief

To coordinate publicity for newly acquired Brasserie Blanc sites across the UK with a focus on the iconic Opera Terrace in Covent Garden. To further promote Raymond Blanc’s association with the Mayor of London’s apprenticeship campaign

Strategy

To launch Opera Terrace, Raymond Blanc invited London to join him for a massive can-can on the piazza. An aggressive pre-campaign on Facebook and Twitter raised awareness and drove people to the location. All-encompassing social media activity on the day began with Tweets publicising Raymond’s appearance on Heart FM’s Breakfast Show. The event was supported by voxpops on YouTube, while photos were regularly uploaded to Instagram and live blogging, Tweeting and posting on Facebook continued throughout the day. Additional activity was spearheaded by an exclusive preview of the event in Metro plus a competition to win a cookery class with Raymond. Raymond Blanc’s decision to take on a record 21 young apprentices in his Brasserie Blanc restaurants was then launched with a photocall and Q&A session attended by the then Mayor of London Boris Johnson. In addition a press trip with The Times was organised to Raymond’s home town of Besançon for a cooking session with the chef and his mother

Results

This campaign not only amplified the launch of Brasserie Blanc Opera Terrace but the profile of Raymond Blanc as a supporter of young workers