Why? Celebrity chefs can give your brand credibility, attract media, and a social media following that’s your target audience. Importantly, the right person can create stunning recipes and dishes that bring your product to life for a consumer and generate killer PR. BUT, get it wrong and you could lose a lot of money and end up with a shemozzle.
Our numero uno tip is to find a chef that’s passionate about your product or industry. A lower profile chef will deliver a much better return on your PR spend if they are genuinely personally invested. If you’re lucky, you can sometimes find both. Is your brand health conscience? Or perhaps uses sustainable practices?
You want to partner up with a chef that shares the same values. Not only this is the groundwork on building a genuine partnership, this will help ensure you’re reaching the right audience throughout your marketing campaign.
The first time you reach out to the celebrity chef or his/her management should be meaningful. In this correspondence, you must try your best to pull those heart strings. We suggest talking about the unique story behind the product and how your brand shares the same values as them. It’s also important to be clear on your budget and willingness to negotiate so that you don’t waste their time or yours.
Organise a contract that clearly articulates the following:
This person is representing your brand so do a thorough briefing so they can learn the ins, outs and what you want them to say about it. This also includes things NOT to say, especially to media and the public:
Let’s get deep here. Your ambassador has a story that resonates with your audience and your product.
ASK about their previous experience with your product, with their family, with the industry and in the kitchen. You may just hit GOLD for your PR and social campaign.
For National Barramundi Day, we worked with one of Sydney’s most iconic restaurateurs as well as fourth-generation farmer, Matt Moran and he has a deep respect and passion for our national fish. We leveraged Matt’s personal story and passion for barramundi throughout our PR campaign, such as sharing his heart felt experiences of barramundi fishing in the Northern Territory and why purchasing local produce is so important to him.
There are two big components to think of in your social media amplification strategy 1) Your owned platforms and 2) Your celebrity chef’s platforms.
Let’s start with your social media campaign:
When leveraging your ambassador’s social media channels, don’t assume (then you make an ass out of ‘u’ and ‘me’) that they will post in the right way about your product or ingredient:
If you’re looking to accomplish an EPIC PR and social media campaign by working with a celebrity chef, contact us to chat to get hooked up with our network of chefs and talk about how we can leverage them for your campaign