Maximising visibility and participation for the return of a beloved annual F&B charity event.
Challenge
After a five-year hiatus due to the pandemic, there was a need to remind audiences of the importance and fun of an acclaimed one-night-only charity event - the Great Chefs of Hong Kong. The former annual event raises funds for the Heep Hong Society, a not-for-profit organisation which supports children with diverse needs. A compelling narrative was required to reforge connections with potential partners, sponsors, donors, and participants.
Approach
Differentiated the Great Chefs from standard dining events by highlighting its charitable aspect and emphasising its long-standing reputation with notable partners, including Michelin-starred chefs and many of Hong Kong’s top restaurants and hotels. Created impactful photo opportunities to leverage the creativity of the children supported by the Society, highlighted endorsements from celebrity ambassadors, and displayed the extraordinary talents of participating chefs.
Outcomes
- Generated 119 high-quality items of earned coverage in F&B, general news, and lifestyle media and platforms.
- More than 30 local and regional top-tier media attended the preview and main event.
- Achieved more than 6.16 million impressions in print, online publications and social media channels.
- The “27th Great Chefs of Hong Kong” was a sell-out event.
