AGA leads golden era for British exports to China at Food is GREAT Launch Event

Briefing

The UK’s largest-ever food and drink campaign, “Food is GREAT”, was officially launched on November 2 in Sanlitun, Beijing, organised by the British Embassy. Over 200 of Beijing’s leading culinary figures joined officials from UK Trade and Investment and media at the event at The Opposite House. As one of the campaign’s partners, the British AGA Rangemaster Group demonstrated its iconic AGATC and Redfyre cookers at the event.

Strategy

EASTWEST PR planned a series of tailored activities to maximize AGA’s brand image among the attending media and guests from the Food and Beverage sector, and further deliver the message of the cooker’s functionality to cook Chinese delicacies.

The activities kicked off with an exclusive interview by China Daily with the group’s Asia Business Development Director, Daniel Wong, followed by an exclusive media tasting and interaction demonstrated by AGA Rangemaster Group’s Chinese ambassador, nutritionist CoCo. A live presentation along media tasting was also given by the group’s Chinese strategy consultant, Ken Zhang. To best showcase the cooker’s British origin as well as the Food is GREAT campaign theme, EASTWEST PR further designed and decorated the AGA station to ensure a British look of the cookers.

The scope of work included but was not limited to:  designing and coordination of venue, logistics, facilities and decoration, media invite, interview, hosting and facilitation, marketing collaterals production, press release drafting and distribution, as well as photographer and videography throughout the event.

EASTWEST delegated 3 PR consultants, 1 videographer and 1 photographer to be onsite throughout the event.

Results

15 leading media and KOLs across Lifestyle, Fashion, Food&Beverage sectors attended the launch event

1 exclusive interview conducted with the group’s spokesperson,

10 articles were generated 2 days after the event

Media coverage

China Daily

Xinhua Fashion

Sohu Fashion

Sina Food

China Daily Fashion

Rayli Lifestyle

Betty’s Kitchen 

Absolute