PR Case Studies
Sushi Matsuri IPRN Project of the Year presentation 2008 (UK)
Nexus Communications Group Limited
Objectives
1. Create consumer media publicity for Sushi and Japanese culture
2. Drive trial and consumption of Sushi through retail food stores
PR programme
1. Create a ‘Sushi festival’ period to focus retailer ,consumer and media attention - ‘Sushi Matsuri’ in February 2008.
2. Involve other Japanese companies – particularly food and drink , as sponsors
3. Brief all media at tastings and events – long lead magazines 6 months in advance and short lead media just before and during the festival.
4. Produce a definitive 16 page colour supplement on Sushi in a leading foodie magazine – ‘Olive ‘ , readership 450,000.
5. Tailor retail multiple promotions with competitions on pack
6. Involve Japanese restaurants in 5 city centres with media support
7. Web site featuring recipes , information and a Good Sushi Guide .
Results
1. Massive media coverage in magazines , national and regional newspapers all around February 2008 –the time of ‘ Sushi Matsuri ‘. PR value £645k - 12 times return on budget .
2. Major retailers sales of Sushi rose by up to 35%
