Client: Entertainment One | Project: The Hundred Foot Journey Integrated Marketing Campaign | Expertise: Entertainment
Britain’s love affair with Indian curry took centre stage for one of the most delicious film release campaigns in recent times – The Hundred Foot Journey. We launched a strategic PR and Marketing campaign to sustain interest and build anticipation around the film’s release, blending our appetite for great food and great film to deliver a tantalising cinematic treat. Our proactive press-office covered activities such as securing talent interviews, previews and reviews, story-seeding, to curating innovative marketing partnerships with renowned Indo-French restaurants and Indian food brands. Experiential strategies were key to awaken not only the mind but also the taste-buds of the media as we organised interactive culinary events and cookery classes with bloggers, journalists and other authorities on Indian cuisine, to promoting specially curated film events such as the Edible Cinema with Michelin star Indian chef Atul Kotcher. The result of our activities generated over 200 pieces of coverage from announcement to post-release, interactions with over 2 million unique users in the UK and a Top 5 Box office entry when the film released.