Thought-provoking restaurant concepts

Black Sheep Restaurants
Challenges

We were appointed in 2013 to work alongside Black Sheep Restaurants’ founders Chris and Asim to create a strong “hip” positioning for their existing restaurants Boqueria and Motorino. We were then retained for the launch and ongoing reputation building of Chôm Chôm, La Vache!, Ho Lee Fook, Carbone and Burger Circus, as well as the Black Sheep Restaurant Group.

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Approach

Crafted messaging to position Black Sheep Restaurants as an industry leader and pioneer, bringing the coolest dining concepts to Hong Kong.

  • Achieved strong thought leadership and storytelling interview placements with founders and team members.
  • Built engaging storylines for each concept to reinforce its unique identity.
  • Generated exciting customer outreach and creative talking points to support Black Sheep Restaurants in continuing to grow their outlets whilst maintaining the identity of each individual restaurant
Black Sheep
Outcomes
  • Launched Ho Lo Fook and Carbon on the international stage, with impressive coverage by top international publications from Wall Street Journal, Travel & Leisure and Monocle to Madame Figaro Japan
  • Positioned La Vache! and Chôm Chôm as the place to be for the in set
  • +1,200 feature stories published in targeted media over 18 months
  • +90 media interviews with brand spokespeople

Awards won

  • PR Awards 2014 – Best Food & Beverage PR Campaign (Bronze)
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