Optimum PR

Background

• The Bocuse d’Or is arguably the world’s most prestigious culinary event. This biennial competition takes place in Lyon, France and seeks to bring the world’s greatest chefs out from their kitchens and onto a global stage, pitting select countries against each other. Intended to showcase the skills, talents and culinary creations of 24 chefs from 24 countries, the Bocuse d’Or creates culinary icons in the process. In January 2008, Moxie’s Classic Grill became the title sponsor for Canadian Team at the January 2009 Bocuse d’Or.

Challenge

• Moxie’s Classic Grill asked Optimum for media relations support and strategic direction to leverage their sponsorship of the Bocuse d’Or to garner media attention for the restaurant group, as well as to boost the profile of the competition to a national level.
  • Whilst the competition enjoys significant financial support and a high level of awareness within both the public and the media in Europe, it was virtually unheard of in Canada.
  • Moxie’s Classic Grill wished to use the sponsorship to highlight their commitment to training and excellence, and a shared passion for food.
• Optimum outlined two campaign objectives: achieve national broadcast and print media coverage and create competition awareness online and in the blogosphere, and profile Moxie’s role as title sponsor highlighting their shared values with Bocuse d’Or Canada.

Solution

• Optimum developed a multi-faceted approach to traditional and new media to broaden the viewer base, to create a community of fans who interact with one another, and help Canadians feel a vested interest in the success of Team Canada at the Bocuse d’Or.
• Optimum provided strategic recommendations for the overall communications plan and execution: the plan included a national media tour, and the creation of an online community and vocal Facebook fan base through new media and engaging content.
• In addition, Optimum drafted all media relations material, and prepared key messages for both the Bocuse Team Canada and Moxie’s executives for media interviews.
• The David Wong Facebook page was launched to coincide with the distribution of Moxie’s sponsorship announcement / news release, and was considered the first step in the creation of David Wong as a “celebrity chef,” and the face of Bocuse d’Or Canada.
• The Facebook fan page included official videos from media dinners and past competitions, hand-held video diaries from practice runs, multiple photo albums including official photography; regular notes to update fans about new coverage; event listings for fundraisers and media tour dates, as well as an RSS feed from a live blog written on the ground in Lyon by Moxie’s Executive chef, John Humphreys.
• Optimum executed all logistics and marketing collateral in support of the first media dinner in Toronto in April 2008, and the subsequent dinner in Vancouver in November 2008, to introduce the Canadian Team and Moxie’s executive chef In a five-course food-and-wine pairing

Results

• Optimum’s pitch efforts ensured a successful VIP turn out to both the Toronto and Vancouver media dinners, with more than 70 members of prominent Toronto and Vancouver media present.
• Media relations efforts resulted in substantial national coverage - print, broadcast and online, for a reach of over well over 10 million media impressions. Highlights included: The Globe and Mail (two features), Canada News Morning (Global TV), Breakfast Television (City TV Vancouver), CTV Local and National News, OMNI TV/M Channel, Fairchild TV, The Vancouver Sun, The Calgary Herald, 24 Hours, Metro, CBC Radio, The Beat, Radio Canada, as well as ethnic radio and print coverage nationwide..
• A significant online presence was achieved including coverage on louloumagazine.com, globeandmail.com, vancouversun.com, metro.ca, canadianliving.com, Facebook, and numerous media and private blogs.
• Social Networking exposure has seen David Wong’s Bocuse d’Or Facebook page grow from zero to more than 550 fans, increasing steadily in the lead-up to the competition. Key media logged in daily to monitor the live blog from Lyon and keep abreast of competition developments.

Time Period

• Nine months: March 2008 - January 2009