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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