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 retail campaign in partnership with celebrity chef Chuck Hughes.


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


  • NKPR secured a broadcast 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