Project Description

HIDE

HIDE

BRIEF

To launch and then maintain exposure for Ollie Dabbous’ Mayfair restaurant opened in partnership with Hedonism Wines

STRATEGY

The pre-launch strategy 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 editors and writers in attendance. This was then followed by a number of in-depth interviews which subsequently appeared in everything from The Times and The Telegraph to Food & Travel

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, Financial Times How To 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. The restaurant was awarded its first Michelin star just five months after opening and has received a plethora of major awards since