Strategy The strategy pre launch was to concentrate maximum effort on introducing food writers, critics and influencers to the new concept. As such the campaign began with two hard hat dinners at the restaurant, with the majority of the UK’s most influential writers in attendance, Bill Knott and Joe Warwick among them. This was then followed by a number of in-depth interviews which subsequently appeared in Great British Chefs (including seven recipe features and additional profiles with head chefs Josh Angus and Luke Selby), Food & Travel and Chef magazine (front cover story and six page interview).Another focus was on Hide’s exceptional interiors which resulted in coverage in the likes of Dezeen,Wallpaper* and ELLE Deco. Features and reviews subsequently appeared across the board including the Evening Standard (five star review),The Observer,FinancialTimes HowTo Spend It and the Mail on Sunday’s Event magazine. An additional target was international press with interviews and features placed in Der Feinschmecker (Germany’s leading food magazine), Senmon Ryori (Japan) and Tripful (South Korea) among others
Results Hide was an overnight sensation. It was awarded a Michelin star just five months after opening. In November 2018 Hide won the coveted Restaurant of the Year Award at the London Restaurant Festival
