Approach
As ambassador chef for KWV’s Cathedral Cellar Kitchen, these events take place over several days in December at the iconic cellar and his private kitchen, Stasie Street Kitchen. FTB created an original and enticing press release and hand-delivered both Chef Mynhardt’s Festive Table and Christmas Cake press drops, each with its own focus and flair to a select group of media: magazine editors, journalists, online editors, radio anchors, bloggers and food editors.
A personal interview sell-in approach was adapted for content to be featured in prominent print and online publications with notable readership rates.
Result
Broadcast media included: Expresso Morning
Show, Sien, Smaak, Slaap on Via, Smile FM and
Cape Talk.
Print media included: Front page of Sunday Times’
Food & Drink, Die Burger Versnit, Rapport, Mango Airlines’
in-flight magazine (editor’s choice feature) and Country Life magazine.
Digital media included: Netwerk24, Getaway
magazine, Sunday Times, Food24, Southern Vines,
Winemag, Eat Out, Good Housekeeping, Country
Life, SA Chef and Stellenbosch Visio.
The Cherry on Top
Both events sold out and so popular were the festive fruit cakes that Chef Mynhardt had to increase the baking load and bake several more batches!
