PR & COMMUNICATIONS STRATEGY
KitchenAid asked us…
To launch KitchenAid’s first ever experience store in the world to media, influencers and interior designers, in the heart of London’s West End.
What we did…
Wild Card appointed three new UK Serious About Food ambassadors for the brand: Clare Smyth, the first female British chef to hold and retain three Michelin stars; Edd Kimber, winner of Great British Bake Off and Grant Pierrus, design blogger Interior Style Hunter. A launch event was arranged on 1st September as well as influencer briefings at the store across the following weeks. The event had media attendees across a number of key trade and consumer titles, including the Daily Mail, Telegraph, Olive, Livingetc and Good Housekeeping. A social media buzz room captured and shared the excitement and energy around the launch, on Twitter, to spread the reach more widely.
What happened next?
Building on the buzz created by the initial store launch, the Wild Card team ran an event during London Design Festival for consumers and interior designers, featuring cookery demos, design inspiration talks and store tours. The PR campaign continues to highlight the store offer, as well as cookery classes taking place in the space and a rolling schedule of demos and new product launches. The ambassadors are discussing their role in media interviews and extensive coverage is being achieved.