Chef and owner Matt Jamie created a line of products using flavors native to Kentucky, with an idea that had global appeal. EPR designed a series of product launches to introduce the brand to consumers and the media on a national scale. The campaign garnered coverage in such publications as Bon Appétit, Saveur, Food and Wine, Midwest Living, Martha Stewart Radio, and The New York Times. Bluegrass Soy Sauce went international when Estes Public Relations worked with a Japanese food publication on a feature article. The demand for BBF and BSSC products has expanded from the local Louisville market to include distribution in the Northern California and mid-Atlantic regions. The products are available in New Jersey, Pennsylvania, Delaware, Maryland, Virginia, West Virginia, Ohio, Kentucky, Indiana and Tennessee.
With an innovative packing design to deliver fresh/never frozen seafood around the world, Honolulu Fish company needed to get their story and message out to chefs and consumers. EPR created and launched publicity campaign for new Consumer Division with media event in New York. The firm also generated coverage in The New York Times, Bon Appétit, Food & Wine, Coastal Living, Saveur, Intermezzo and The Rosengarten Report. Regional campaign yielded coverage in more than 15 daily newspapers including the Chicago Tribune, Louisville Courier-Journal and Dallas/Ft.Worth Star Telegram.
Bob Kinkead, chef/owner of three successful restaurants, has been a client since 1999. Estes Public Relations oversaw the openings of his two newest restaurants, Colvin Run Tavern in Vienna, Va., in 2001, and his Boston establishment, Sibling Rivalry, in 2004. We launched a national campaign to promote chef Kinkead’s new cookbook, which features recipes from his Washington, D.C., seafood restaurant, Kinkead’s. These efforts generated extensive national exposure on the NBC “Today Show,” the Food Network’s “Sara’s Secrets,” the Washington Post; and Restaurant Hospitality. On the “Today Show,” chef Kinkead demonstrated one of his recipes, and chatted with Katie Couric, Ann and Matt Lauer, while surrounded with an array of delectable dishes from the cookbook. He demonstrated his barbequed oysters on the grill. Named top ten cookbooks by NRN 2005.
Drew Nieporent and Michael Bonadies, Myriad Restaurant Group founders, were looking to open an innovative new concept in downtown Louisville that showcased both Kentucky cuisine and the contemporary art collection of co-owners Laura Lee Brown and Steve Wilson. EPR came on board to craft a local and national campaign to draw attention to the brand new venture. Pre-opening coverage included articles in the Voice-Tribune, Lexington Herald-Leader, LEO, Velocity, a three-page feature in the Louisville Courier-Journal and a one-page feature in Business First.
Nationally, within a year, Estes secured coverage from the Wall Street Journal, The New York Times, The New York Post, Metropolitan Home, USA Today, Southern Accents, Food & Wine, Bon Appétit, Southern Living, Nation’s Restaurant News and Restaurant Hospitality.
Since then, Proof on Main has become one of the hottest spots in the city with numerous accolades including a spot on the coveted Esquire magazine’s Best New Restaurants list in 2006, named in Food & Wine magazine – America’s 50 Most Amazing Wine Experiences 2006 and several “Best of Louisville” awards.
The historic hotel wanted to launch a campaign celebrating the Hot Brown sandwich as a region food icon. EPR first focused on the history of the hotel and the dish, highlighting the story of the chef creating it for hungry late night party goers who filled the hotel’s opulent Crystal Ballroom. Local and national media began taking notice. Soon the Hot Brown’s coverage included the NBC Today Show, the Discovery Channel, Saveur, The New York Times Style Magazine, Los Angeles Times, Southern Living, the Louisville Courier-Journal, Rachel Ray’s Every Day magazine, Gourmet, USA Today, and NWA World Traveler.
For the 8th annual promotion, Woodford Reserve enlisted EPR to help take their unique $1000 mint julep cup program to the next level. EPR evaluated the target audiences and put together a plan that included booking regional television segments in key markets, expanding media reach to include a wider range of journalists, and meeting with writers one-on-one during a media tour in New York City. Morning show television spots highlighting Woodford Reserve’s exclusive products were booked in Birmingham, Ala., Kansas City, Mo., St. Louis, Mo., Cleveland, Oh., and Indianapolis, Ind. EPR secured online articles with Saveur and Elite Traveler in advance of the promotion launch during tasting events at each publication. Additional coverage from an organized media push resulted in web mentions with Food Arts, The Local Palate, Chilled, Esquire and other spirit and lifestyle blogs. EPR worked with The Wall Street Journal and Market Watch to create a video segment that was syndicated across multiple web platforms featuring the Woodford Reserve $1000 mint julep and an interview with master distiller Chris Morris.
“A Salute to Women, Wine and Whiskey” at The Brown Hotel was created by Estes Public Relations to unite its clients into one event featuring celebrity chef Gale Gand in order to generate media interest. We selected to host the event in March was because it was Women’s History Month. We were able to include seven clients in the event:
Sullivan University– Proceeds from the dinner benefited a scholarship for a female culinary student. The event also provided students, female faculty and the University’s catering department with the opportunity to work with locally and nationally renowned chefs and increase Sullivan University’s name recognition.
The Brown Hotel – The Brown Hotel served as the host venue for the event. We developed a room package to help increase room revenues during a period of low occupancy. The hotel’s executive chef also participated in the event.
West Town Tavern Chicago – This client from Chicago participated in the dinner. Chicago is a favorite destination among Louisvillians. The goal was to increase exposure to draw visitors to her restaurant.
Capriole Goat Cheese – We included this nationally known cheesemaker in the dinner, where she showcased her product.
Selby Winery – We brought our winemaker client from California to the event where she showcased her product.
Vintner Select – Our distributor client who carries Selby wines was featured at the event. We included a representative from Vintner Select as part of programming.
Jack’s Lounge – The Kentucky Bourbon Cocktail Book author and mixologist Joy Perrine created cocktails for event.
In addition to creating and executing logistics for the event, Estes Public Relations also launched a successful media relations campaign targeting local and regional press, generating more than 2 million media impressions for clients.
Pre-event coverage included a front page feature in the Courier-Journal; two TV spots on the ABC and FOX affiliates; articles in several Business First newspapers across the country, including Philadelphia, Austin and Louisville; and four prestigious culinary blogs. Three regional daily newspapers also reported in the event, including the Tennessean, Bloomington Herald Times and Lexington Herald Leader.
We also developed a social media campaign which targeted blogs and Facebook sites for all clients involved in the event. We also created e-blasts for clients to distribute. An estimated 7000 people received correspondence.