Pusateri’s: Chuck Hughes Holiday Partnership

As the agency-of-record for Pusateri’s Fine Foods, NKPR developed and managed the public relations strategy for the Holiday 2019 retail campaign in partnership with celebrity chef Chuck Hughes.  


THE CHALLENGE:

To increase brand awareness and drive sales for Chuck Hughes gift assortments and gourmet offerings available at Pusateri’s.


WHAT WE DID:

Over a six-month period, NKPR facilitated events, strategic partnerships, and media/influencer relations with long- and short-lead pitching to secure coverage for Pusateri’s collaboration with chef Chuck Hughes. This included:

  • Long-lead media relations and showcasing two Chuck Hughes x Pusateri’s holiday gift assortments during NKPR’s Holiday in July Preview to over 100 guests including editors, freelance journalists and influencers
  • Short-lead pitching and product drops to top national and local Toronto food/lifestyle media for the gift assortments, as well as the Pusateri’s holiday recipes by Chuck Hughes and catering services for the season
  • Secured and managed a strategic partnership with Amex, curating a 50 person dinner for Centurion cardholders at the luxury 50 Scollard showroom in Bloor-Yorkville
  • Provided Pusateri’s with counsel on paid media partnership opportunities to amplify awareness in the GTA resulting in a large-scale partnership with CP24 including ongoing TV spots and live eye segments

RESULTS:

  • NKPR secured a broadcast morning show tour for Chuck Hughes to provide holiday hosting tips while highlighting his partnership with Pusateri’s Fine Foods
  • Broadcast coverage included:
    • Breakfast Television Toronto
    • CP24 Breakfast
    • The Marilyn Denis Show
    • Etalk
  • NKPR also facilitated a full press day for Chuck at Pusateri’s Champagne Bar, including one-on-one interviews with radio, digital media, and Instagram influencers including:
    • CBC Radio One
    • CBC Life
    • The Loop
    • Instagram live with Everything Delish
    • Instagram live with TO Foodies
  • The campaign achieved 55 media hits and nearly 17 million impressions, inclusive of 625K social media impressions

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