GOOD FOOD AND WINE SHOW

THE OBJECTIVE

Bigger, better and bursting with energy, the fresh new Good Food & Wine Show treated visitors to all the ingredients that make it the premier culinary event on the African continent.

Launched in Cape Town with the theme “Fresh”, the show was all about the prevailing global aim for sustainability and a healthier planet, inspired by the global trend for urban farming and the gradual urbanisation of rural contexts.

This golden thread throughout the shows was expressed through innovative culinary experiences, a variety of themes and programmes, and a selection of top chefs.

The key objective was to generate maximum consumer awareness for the Good Food & Wine Show, utilising key media platforms.

THE STRATEGY

We utilised key event elements which included headline chefs, exhibitors, innovations, trends to create hype around the Show. The headline chefs were used to build newsworthy content for key media platforms.

THE PR CAMPAIGN & RESULTS

We took our international and local headline chefs on a press tour around the country for TV and radio interviews and arranged media 1:1 interviews at the show itself to build post-event coverage for the next Show.
We created newsworthy activity with participating exhibitors, sponsors and chefs where they would be able to showcase their offering to media, bloggers and influencers.
We hosted media launches for each Show and arranged and managed media accreditation for the Shows.

Total AVE: R22.3m 
Total Reach: 105m
Total pieces of coverage: 602
72 media attended the media launches
402 media representatives attended the shows
80 interviews was arranged with the GF&WS key speakers and chefs