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Bold Recipe for Success

Targeted media relations elevates awareness of S&D’s corporate commitment to advancing culinary education through annual student cooking challenge at Johnson & Wales University.
Results

More than 9 million impressions in news and social media outlets including Charlotte Observer, Charlotte Magazine, Creative Loafing and behind-the-scenes TV stories on local FOX, NBC, CBS and CW affiliates.

Objective

Build awareness of S&D Coffee and Tea’s reputation as an innovative culinary industry player and supporter of tomorrow’s culinary leaders.

Strategy

Increase media exposure of the S&D Culinary Challenge through an aggressive earned media strategy that highlighted the “secret sauce” behind the competition’s success.

Tactics

Package and share stories about the student competitors and industry leaders who keep the annual competition thriving. Engage reporters, editors and bloggers in the competition through a series of events, from participating in semi-finals taste tests, to serving as judges in the competition.