Heston Blumenthal

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BRIEF
To support the launch of the Finish Diamond Standard campaign by securing a premium endorsement with Michelin-starred chef Heston Blumenthal, and implementing PR activity to engage consumers with the brand.

RESPONSE
Biss Lancaster developed the Diamond Standard Finishing School, a national search to find 10 aspiring chefs to attend a masterclass with Heston. An exclusive media day was held for journalists to experience the masterclass and raise awareness of the competition.

ACTIVITY
Biss Lancaster recruited nine journalists to attend the exclusive media day, including The Independent and Daily Express. Biss Lancaster pre-agreed coverage and negotiated guaranteed places on the school in target media.

RESULT
Quality national print coverage and broadcast coverage on This Morning and Sky News, ensured high levels of entries to the competition, driving the premium association between Finish and Heston Blumenthal.



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