M Restaurants
Brief
Continue to elevate the profile of the M Restaurant brand along with its owner, Martin Williams, and executive chef, Mike Reid.
Strategy
The campaign was multi-faceted. Among the many highlights were regular photoshoots with the likes of the Sunday Times, GQ and E4’s Celebs Go Dating.
The agency also helped to devise, and maximise media coverage, for regular press events including Monaco Grand Prix with Mika Häkkinen, the M DEN launch with England rugby legend Andy Gomarsall and the doggy brunch (the latter resulting in a large feature in the Sunday Times Dish).
There was also a particular focus on M’s exemplary steak menu (with Men’s Health magazine just one of those highlighting this) and its unparalleled wine offering, both in the form of press tastings and interviews with the sommelier, which resulted in exposure in everything from Foodism to ES magazine.
A Christmas mail-out of personally engraved wine bottles was also well received.
Martin’s reputation as an industry innovator was highlighted in regular interviews and features with the London Evening Standard and Metro among others, whilst Mike’s appearances on programmes such as Saturday Kitchen and Sunday Brunch, and Wagyu press trip in conjunction with The Telegraph Magazine, further highlighted his reputation as one of the capital’s most talented chefs.
Results
The brand goes from strength to strength, with a multitude of high-profile awards to its credit. Martin Williams has become the go-to commentator for all matters hospitality-related.
