Kanpai Classic London
Brief
To launch the UK outpost of the Michelin-starred brand whose unique take on Japanese yakiniku has captivated diners across Taiwan and China for nearly two decades
Strategy
Kick-started the campaign with a programme of business interviews with Group CEO and founder Soji Hiraide led by Forbes Magazine
In the lead up to opening, the agency hosted a number of private dinners for such influential media contacts as Condé Nast Traveller, GQ and Vanity Fair. This meant that the restaurant was on the radar right from launch
Organised a collaboration with Adoreum to introduce their HNW global members to the concept
Agency introduced other HNW personal contacts to the restaurant including the Chairman of Sotheby's who hosted a client dinner at Kanpai Classic
Hosted a hugely successful launch event to showcase each element of the offering. As well as key press and influencers, the agency also invited some of London's leading hospitality figures, including Eric Yu (Breakfast Club), Markus Thesleff (Los Mochis), Mark Sansom (Rare Restaurants) and Oskar Kinberg (HIDE)
Reviews were then placed with key publications, spearheaded by a major review by one of the UK's leading restaurant critics, Tom Parker Bowles (Daily Mail)
Reviews were also placed with the likes of Forbes, Cosmopolitan, British Airways Highlife Magazine, Secret London, Daily Express and Luxuriate Life
Media coverage included Sky News and BBC Radio London
Influencer activity was carefully monitored to ensure that only those whose followers fitted the correct demographic were invited. Amongst these were Clerkenwell Boy, whose passion for sharing food and travel photos through social media has seen him listed as one of "London's most influential people" by The London Standard
Results
Just a few months after opening Kanpai Classic London is regarded as one of the capital's most innovative and successful restaurants. They are almost completely booked for the entire festive period
