CASE STUDY: The Lawns, Great British Menu and Chef Matt Worswick
For 18 months my task was to put The Lawns, the fine dining restaurant at Thornton Hall Hotel & Spa on the map. In particular, to raise the profile of new executive chef Matt Worswick and in the client’s words, create a frenzy,
Having worked with Matt in his previous job I’d already secured him a place on BBC 2’s much loved Great British Menu – a national TV debut that would catapult him into the heart and minds of the nation’s food lovers. My job now was to leverage that exposure and own it for his new employer – Thornton Hall Hotel & Spa.
A sustained campaign of reviews (from local and regional media as well as national foo and lifestyle bloggers) made for a concentrated push of activity, highlighting Thornton’s hall’s inimitable hospitality and facilities and Matt’s impressive pairing of big bold flavours. Supplemented with appearances at more Chester Food & Drink Festival, North West Food Lovers Festival and Southport Flower Show, a regular slot on BBC Radio Merseyside’s paper review, the position of chef ambassador for marketing body Taste Cheshire, a link with We Love Cheshire, inclusion on the Great British Chefs website, interviews with Bitten and Samphire and a whole host more besides – Matt became the one to watch in the North West food scene and all at just 28.
Matt’s debut on Great British Menu was supported with a tasting -session and photo shoot for the local WI which provided great coverage for local and regional press, a top-secret GBM tasting lunch for a select handful of bloggers and journalists and a visit to BBC Radio Merseyside so the morning presenters could taste Matt’s dishes. Plus, copious amounts of social media to drum up regional support and the launch of his GBM tasting menu for a limited time.
Matt has now moved on and is head chef at Pennyhill Park in Surrey.
“Helen delivered some game-changing opportunities for The Lawns and myself and took a very targeted approach. Everything she achieved was carefully executed and thought-about rather than coverage for the sake of it. She is a no-nonsense PR, great fun to work with and clearly very interested in all things food, which made for a great working relationship. I can’t recommend her highly enough.”
Matt Worswick, Head chef, Penny Hill Park and former Executive Chef at Thornton Hall Hotel & Spa
To see more examples of the press coverage generated take a look in the photo gallery.